Understanding the value of sports brands

Sports have made it through the worst of the recession by offering a platform for brands to engage with vast audiences in an increasingly fragmented media landscape. These highly attractive platforms have meant that sports have received large amounts of funding, especially in football and in the run up to the London Olympic Games.

Post financial crisis, banking investment in sports has dramatically decreased meaning that sports have had to adjust their sponsorship base. However, is it likely that this new sponsorship base will continue to fund the vast majority of sports, which will inevitably receive a lot less coverage, once the Olympics is over?

At the Brand Finance Annual Forum we hear from leading business people and academics who will look at the strength of sports franchise, team and individual brands as well as exploring the value that sports brands bring to commercial brands.