Media, Sport and Entertainment: The shoot-out
A sporting event of the magnitude of Euro 2004 is a major draw for all manner of potential sponsors. But with an ever-increasing number of companies splashing their brands across the players, teams and products, how can individual sponsors ensure their message is not lost in the scrum? Louise Quinn reports
In the wake of UEFA Euro 2004, those brands that paid to be associated with the event will be reviewing their sales figures and the value of the media exposure delivered to assess whether they represent a satisfactory return on investment.
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