Sport Sponsors’ Wallets Snap Shut in Downturn

Executive Summary

In recent years, sports sponsorship was perceived to be imune to volatility. However, the latest data from Infoadex on advertising in Spain shows that sports sponsorship slumped by 27 percent in 2008 compared to 2007. IESE Prof. José L. Nueno and Javier Mancebo, director of Havas, examine the factors that explain this huge plunge.


Javier Mancebo and José Luis Nueno wrote this article, published in IESE Alumni Magazine, September 2009

Download full article: Sport Sponsorship in Spain


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