What The Experts Think

"...the sports audience is very visually alert and will see or register a name or logo, if only subconsciously."

Don Masters, President and Creative Director, Mediaplus Advertising. Marketing, (October 1995).

"Local sponsorship can enhance the perception of a company's commitment to the community."

Nancy Ten Kate. Marketing Tools, (June 1995).

"The residual effect of sponsorship lasts for many years, giving people a predisposition to buy the product."

Marketing Tools, (June 1995).

"As a tactical device, arena advertising provides an opportunity to compete for share-of-mind while reinforcing existing awareness of brands and companies."

Gordon Nair, Creative Director, Highwood Communications Ltd. Marketing, (October 1995).

"Most sports marketing participants view the activity as cost-effective circuitry that bypasses traditional media clutter."

Howard Schlossberg. "Sports marketing: 'Hot' way to score points, win big, beat opponents, etc.", Marketing News, (April 1990).

"Sponsorship can turbo-charge marketing."

Darren Marshall, Vice President, Sponsorship Research International, Marketing Tools, (June 1995).

"Hockey boards are a 'fantastic' medium because they receive relentless exposure."

Joyce Julius, President, Joyce Julius and Associates. Marketing,
(November 1992).

"...marketers recognize that one of the biggest problems they face is that of creating and maintaining brand awareness...."

Advertising and Promotion - An Integrated Marketing Communications Perspective (Belch & Belch).

"Approximately 90% of new products are pulled from the market within two to three years. In most cases, failures were the result of a lack of product recognition."

Robert McMath, Director, New Products Showcase and Learning Centre, The Wall Street Journal, (February 1991).

"Given today's market clutter, name recognition is almost priceless. Selling a product that's not a household word 'is like rowing a boat upstream. Movement is mostly backwards."'

Frank Delano, chairman, Delano Goldman & Young (corporate- and brand-image consultant), The Wall Street Journal, (February 1991).

"Small marketers, almost by definition, have to resort to some kind of breakthrough promotion, be it in the media or on the shelf."

John Lister, Partner, Lister Butler (brand and image consulting firm).
The Wall Street Journal, (February 1991).