Patrick Nally says it is time for fresh thinking on sport sponsorship


Credited with inventing the multipartner sponsorship model for big sporting events in the 1970s, Patrick Nally is the first to say that it is time for “fresh thinking” on how sport sponsorship works. He cites problems ranging from the political unrest that circles many flagship sporting events – usually the product of economic and social inequalities in the host countries – to concerns about obesity rates and legacies that amount to little more than white elephant stadiums.

“Where do we go from here?” is the question he will discuss at the 2015 Irish Sponsorship Summit at Croke Park on February 26th.

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