Sports Property Value

1. Introduction

1.1.Background

Sponsorship has gained an important role in the marketing strategy within last decades (e.g. Cornwell & Maignan, Walliser 2003) while the traditional methods of advertising have lost some of the effect due to over-flow in the media mainstream. Consumers start understanding their power and expect respect for the individual and look for products and companies that share their values. Sports sponsorship is way to share interest with customer by supporting the same team or sports type. It is easier to create basis for dialogue around common interests. IEG Sponsorship Report which has conducted primary report on annual sponsorship spending estimates global sponsorship expenditures to 46.3 billion USD in 2011, with North American companies accounting for 18.2 billion USD. Europe is second biggest sponsorship market followed by Asia Pacific region. Central and South America is the fastest growing sponsorship region not the least because of the FIFA World Cup and Summer Olympic Games in 2014 and 2016 respectively.