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SBD Global/June 12, 2012/Marketing and Sponsorship

England's Euro 2012 Sponsors Lower Their Expectations

England football sponsors are "facing an uphill struggle to engage with consumers," according to Nicola Clark of MARKETING MAGAZINE. Fans have "low expectations of the current England team, which one marketer noted was filled with young players who are unrecognisable." There are also a lack of players "netting the mass-market appeal of David Beckham." Octagon Global Head of Marketing Phil Carling said, "The wider issue for the FA is how do they get the fan base engaged with the England team, and how do they promote the younger players." Another issue has been racial unrest. However, according to media agency sources, "the controversy has not had a negative impact on advertising rates" (MARKETING MAGAZINE, 6/11).
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