Sports sponsorship helps Dubai Duty Free race ahead
Colm McLoughlin of Dubai Duty Free believes its sponsorship of international sporting events is crucial to its success, writes Martha Kearns.
Companies should continue to invest in sponsorship and marketing even at times of economic hardship, according to Colm McLoughlin, executive vice-chairman of Dubai Duty Free.
The Irishman, who has been with the business for 30 years, said there was concrete evidence to show that the money spent on sponsorship and marketing improved a company's bottom line. Dubai Duty Free spends 2.5 per cent of its annual sales on such activities.
"I think it's not a good thing...
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