A picture, the old cliche has it, speaks a thousand words.
Sponsorship PROs will no doubt welcome research this week from PR agency
The firm scoured national newspapers during April and May to establish
how much picture coverage major brands received in the news sections
Unsurprisingly, sports sponsors came up trumps, with Manchester United
and England cricket shirt sponsor Vodafone at the top of the pile.
Propeller marketing director Marilyn Wicks attributes the success of the
mobile phone brand to the coverage gained from impostor Karl Power's
appearance on the pitch with the team during last season's Champions
The Top 10 is predominantly sports and alcohol based, with Nike, Adidas,
Carlsberg and Strongbow completing the Top 5 - all of which were
associated with British entrants in European football contests.
Wicks agrees that 'in season there will be a lot more coverage'. But she
insists there is a lot to be said for branded clothing. 'From what we've
seen, even people casually wearing an item can get a brand like Nike
The agency intends to repeat the experiment on a quarterly basis. One
suspects that during football's close season the results may not be so
spectacular for the sports brands.