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Video case study - football shirt sponsorship under pressure
Jim Riley
25th May 2009
A cracking good video report on the challenges faced by football clubs who look to generate revenue from allowing firms to sponsor their shirts…
Click on the video to play from your browser. Suggested student questions below (print this page to use as a handout)
Questions (1) Sponsorship is part of which of the four P’s of the marketing mix (2) Outline three potential advantages to a global brand taking over the sponsorship of Manchester United from AIG (3) Explain why football fans might be buying fewer replica shirts for the 2009/10 season (4) To what extent do you believe that demand for replica shirts is price-sensitive?