ABSTRACT
An increasing interest in sport as a branding platform is evident in the annual sponsorship growth rate of 5.2 per cent in the Asian-Pacific market. Worldwide sponsorship expenditures are projected to reach US $60.2 billion in 2016 still outperforming traditional forms of marketing in terms of growth (International Events Group, 2016). Many companies invest a significant share of their marketing budget in sport properties with the goal of building associations between their brand and a popular sport property. In order to exploit the commercial potential of such associations, companies actively communicate their involvement in the event – or any other property – to stakeholders. Sponsors, therefore, place signage around popular sport events, teams, or athletes, in almost any area of major sports.
