Boxing and Sponsorship: a Mismatch or a Knockout Combination?

Abstract

Sports sponsorship is increasingly perceived as a powerful way for brands to connect and resonate with target markets yet, despite the proven success of worldwide viewing figures, professional boxing remains all but ignored. Brands have shied away from the sport due to its inherent violence and often-controversial image, but boxing can deliver a media-savvy young male demographic in a less cluttered marketing environment. So have sponsors overlooked a prime opportunity?

Citation

Cordiner, R. (2002), "Boxing and Sponsorship: a Mismatch or a Knockout Combination?", International Journal of Sports Marketing and Sponsorship, Vol. 4 No. 2, pp. 80-85. https://doi.org/10.1108/IJSMS-04-02-2002-B007