AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup
International Journal of Sports Marketing and Sponsorship
ISSN: 1464-6668
Article publication date: 1 June 2001
Abstract
The article examines AXA UK's decision to invest in a four-year, £25 million sponsorship of the English Football Association's Challenge Cup beginning with the 1998-99 season. Corporate profiles are provided for the sponsor along with a comprehensive socio-historical overview of the property. As a member of the French-based, multinational AXA Group, the relationship of this domestic sponsorship (offering worldwide exposure) to the company's strategic emphasis on “Thinking Globally” and “Acting Locally” is examined. The Sponsorship Team's careful selection of the property and formulation of strategic goals, challenges, creative themes, consumer targets, and partnerships is presented. Evidence suggests that AXA UK's decision to pursue sponsorship over advertising paid significant dividends through the first two years of the agreement.
Keywords
Citation
Wilcox, R.C., Andrews, D.L. and Longmuir, M. (2001), "AXA UK, Real Life Supporters and Sponsorship of the Football Association Challenge Cup", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 2, pp. 91-107. https://doi.org/10.1108/IJSMS-03-02-2001-B008
Publisher
:Emerald Group Publishing Limited
Copyright © 2001 by Winthrop Publications Limited