TY  - JOUR
AB  - The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season. Corporate profiles are provided for the sponsor along with a comprehensive socio-historical overview of the property. As a member of the French-based, multinational AXA Group, the relationship of this domestic sponsorship (offering worldwide exposure) to the company's strategic emphasis on “Thinking Globally” and “Acting Locally” is examined. The Sponsorship Team's careful selection of the property and formulation of strategic goals, challenges, creative themes, consumer targets, and partnerships is presented. Evidence suggests that AXA UK's decision to pursue sponsorship over advertising paid significant dividends through the first two years of the agreement.
VL  - 3
IS  - 2
SN  - 1464-6668
DO  - 10.1108/IJSMS-03-02-2001-B008
UR  - https://doi.org/10.1108/IJSMS-03-02-2001-B008
AU  - Wilcox Ralph C.
AU  - Andrews David L.
AU  - Longmuir Maxine
PY  - 2001
Y1  - 2001/01/01
TI  - AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 91
EP  - 107
Y2  - 2024/09/19
ER  -