Marketing Communications

354 CHAPTER 11 SPONSORSHIP

Photo 11.1 Guinness sponsors football

Source : Getty Images: Guinness.

Photo 11.2 Johnnie Walker sponsors golf

Source : Getty Images.

Extensive media coverage of sports events leads to high levels of exposure of broad target

groups to the sponsor’s name. For instance, as far as cycling is concerned, 18.4% of managers

and executives watch this sport regularly on TV, as well as 18% of farmers, 16.5% of civil

servants, 16.5% of blue-collar workers, 12% of pensioners and 9% of housewives.^35 Heineken

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