Guinness Rugby World Cup Sponsorship; A Global Platform for Meeting Business Objectives

Abstract

In a recession sponsorship could be one of the first budgets to be cut but there are arguments to suggest that it should be one of the last. Although primarily used as a marketing tool, those companies with a mature attitude to the subject have realised that it can be used to address a very wide range of business objectives that also include internal communications, staff retention/recruitment and business-to-business communications. The Guinness sponsorship of the 1999 Rugby World Cup demonstrates the wide-ranging objectives that can be met while also proving the power of sponsorship in consumer marketing.

Citation

Rines, S. (2002), "Guinness Rugby World Cup Sponsorship; A Global Platform for Meeting Business Objectives", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 4, pp. 79-95. https://doi.org/10.1108/IJSMS-03-04-2002-B007