A tipping point for sports sponsorship?
Patrick Nally is the man who invented the multi-sponsor model for major sports. Here, he outlines why it now needs to adapt to survive
The sponsorship model for more or less every major international sports event has changed little since it was developed by my company West Nally for Fifa, the International Olympic Committee and what was then the International Amateur Athletics Federation, back in the late 1970s and early 1980s.
But while the commercial principles remain sound, the world in which sponsor brands operate has changed ...
