FIFA, UEFA, and the FA: A Case for Social Media Sponsorship

Posted: December 6, 2011 in Uncategorized

Sponsorship dollars are constantly declining in the current world economy. Brands willing to partake in sports sponsorship are demanding evaluations for their return on investment to maximize their marketing efforts. The increase in social media use by sports organizations is also rising and from a sponsorship perspective it is untapped asset to generate revenue. I’d like to formulate a case study on the social media assets, such as Facebook, YouTube, and Twitter, of global sports organizations, like FIFA, UEFA, and the FA, and the integration of sponsors. The field is relatively new but a certain growth area and provides more than just added value, which is common place involving sponsors and social media.

I’d like to make a case for sport organizations using their social media assets as a major sponsorship sales piece. These assets provide benefits in a number of way including, reaching consumers where they interact socially via the World Wide Web, measurement, target market demographic information, and much more. I believe social media sponsorship activations can involve a great amount of creativity and reach consumers in never before seen ways. This association with sponsors and sports organizations I feel can be a serious source of revenue that otherwise may be over looked. My capstone will take a look at existing practices in the industry, the measurement and value provided to sponsor, and creative ways a sponsorship can integrate into social media assets of sports organizations.


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