Opinion: From our Readers - Sponsors want more than awareness ..

The research highlighted in your article on the impact of sponsors at this year's World Cup (News, 30 July) suggests that sponsors only go into sports marketing to create brand and sponsorship awareness, which is far from the truth.

Assuming that awareness is the only barometer doesn't explore how the rights have been used to drive loyalty among existing customers, the use of the platform to drive business-to-business growth, or the use of rights to improve metrics with staff and stakeholders.

It also doesn't account for the fact that many brands have run campaigns that are highly targeted at their specific consumer group rather than driving mass-market awareness - which most of them have anyway.

Certainly, with a project of this size, every brand will always feel that they could have done more but it's naive to use 'awareness' as the ultimate criterion. Even discussing in such terms feels outdated.

Steve Chisholm, director of communications, Fast Track

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