Sponsors should be careful in this respect.

As a general rule, a ‘clean’ venue allows for higher sponsorship values compared to a ‘cluttered’ venue, because the image is invariably more easily projected and recognisable to viewers. New technology and creativity has also increased the opportunity to capitalise on the impact of sponsorship recognition. The introduction of electronic perimeter advertising in Spanish football (La Liga), pitch markings (virtual, temporary or permanent) on the field of play, pop-up TV screen images and post-match sponsorship boards during player interviews, are all adding to traditional methods such as event-programme sponsorship, television advertising and team clothing sponsorship to enhance sponsorship revenue and sponsor value.

From the sponsors’ perspective, there are now an increasing number of options available and it is important to ensure that these are considered in the commercial context. Nike, for example, have recently required tennis players to use the Nike swoosh logo exclusively on clothing, to enhance the look of the player in association with the product and to de-clutter the image to maximise viewer impact.