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SBD Global/August 10, 2012/Olympics
Sports Marketers Will Wait And See If British Sponsors Will Continue Backing Team GB
Published August 10, 2012
COMPETITION FOR FUNDS: Some of the sponsorship dollars will be redirected into other big sports events destined for the U.K. in the coming years. The nation will host track and field's world championships in '13, the Commonwealth Games in '14 and the Rugby World Cup in '15. That will make it tough for Olympic sports to keep sponsors' marketing dollars, but marketing execs believe that after brands have evaluated results from the London Games, they will preserve some commitment to Olympic sports. Sports marketing PR agency Threepipe Sport Head Eddie May said: "A lot of it will get reinvested into other sponsorships and sporting properties. Because of some of the success of Team GB, there will be a big appetite to keep involved in these sports in big ways. A fair proportion of it will still be there. I don't think all of that investment will suddenly stop after the Olympics."