ABSTRACT
Sports sponsorship hardly existed as an economic activity before 1970 in Britain, yet by 1999 it was estimated to be worth £350 million. Globally, sports sponsorship is a massive industry estimated to be worth around $20 billion in 1999, having grown in value by over 300 per cent in the 1990s alone. Sports sponsorship is the dominant form of sponsorship, accounting for over two-thirds of all sponsorship activity.
