Monday, December 3, 2012

2:45 PM -

Track: Brand Building View Track

USING SPORTS SPONSORSHIP TO INCREASE BRAND VALUE

Nicole Boivin, Senior Vice President & Chief Branding & Communications Officer, MANULIFE

Elise Neils, Managing Director for the U.S., BRAND FINANCE

With the recent controversial 7 year Manchester United shirt sponsorship by Chevrolet for reportedly $40 million per year, corporate sports sponsorship is now the worldwide brand building rage and sponsorship prices have sky rocketed. In this session we'll examine how these deals are justified from a return on investment perspective. We will explore real life sponsorship deals and how the sponsorships can increase brand value.

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