Great example of someone in charge deciding they want to support a team with his marketing budget but not being able to measure the value ...........
Northern Rock has agreed a renewed sponsorship deal with Newcastle United FC that will see it pay £10m should the club be promoted to the Premier League for the duration of the four-year contract, which begins this summer, or £1.5m if it remains in the Championship. Despite being unable to stipulate any benefits the sponsorship of Newcastle has delivered since it began in 2004, chief executive, Gary Hoffman, defended the deal as 'an important community link' which delivers a 'high return'.
Great piece of research on why consumers open their direct mail is well worth a look...
http://www.marketingweek.co.uk/mind-the-gap/3008552.article
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