The Great Recession significantly reduced the degree to which firms were willing to invest in sports sponsorship.
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She said sports sponsorship was "very lucrative" for the alcohol industry and gave them access to the young male market.
The fact that Giants Stadium and Cowboys Stadium still lack a naming rights deal is evidence that a lagged sluggishness remains in the sports sponsorship marketplace.
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Nigel Currie, director of sports marketing and sponsorship at the agency Brand Rapport, said sports sponsorship by drinks companies was "invaluable" in the current economic climate.
Vodafone has already withdrawn from other big sports sponsorship deals in the past decade, including with the English national cricket team and English soccer club Manchester United.
The strategy is not just about youth sports sponsorship.
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Estimating the value of a sports sponsorship certainly involves some guess work, and there's the growing chance Citi could become so vilified that a large public reminder of the bank will hurt, not help, marketing.
"It is a very high-profile industry and a very easy target to say let's ban sports sponsorship by alcohol companies, but all they are doing is to try and get their brand recognised, " he added.
After all, youth sports advertising and sponsorship has proven to be a pretty effective money-generator for some large companies.
The company decided to investigate, looking at 36 major sports advertisers across 11 product categories and measuring the degree of "lift" each got from its sports advertising and sponsorship programs.
In fact, in its training guide for IRS examiners, the IRS notes that a common form of advertising is sponsorship of sports teams.
Major League Soccer clubs and corporate partners Volkswagen, Best Buy, Alaskan Airways have struck jersey sponsorships deals in the recent past and several teams across the major sports leagues already have sponsorship deals for their practice uniforms.
No industry throws more sponsorship cash at sports than financial services.
In 2010, the retailer expanded its reach into professional sports with a multi-year sponsorship deal with the WNBA. Recently, I spoke with James D.
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Sports columnists sneered, but Eric figures that the sponsorship helped shore up the Arizona market, which is 10% of sales.
With saltwater sports fishing, businesses have so far limited their sponsorship spending to underwriting tournaments, rather then getting involved with specific teams.
Mr. Browning also noted that the tenor of sports sponsorships today is much more cooperative than perhaps during the sponsorship bubble of the 90s and early 2000s.
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Sports sales executives, under big pressure these days to bring in added sponsorship dollars, face the challenge of convincing beer and spirits distributors that a full-blown sponsorship is worthwhile.
Also, it could be a stretch, but the sponsorship might actually help mesh the fan base of more urban sports, like basketball, and racing, which would be a big leap racially.
As a sponsorship vehicle, Cup racing already has big advantages over many sports: Companies can use the boats as floating billboards--technology and teamwork are the main messages--but they can also take customers and employees out for spins.
The concept of game day jersey sponsorship is not new to the business of U.S. professional sports leagues.
That would mean relatively small expenditures for the big companies that dominate the event's sponsorship activity, a worthwhile price for boosting your image in front of thousands of wealthy sports fans.
Jay Fragus is an attorney in Los Angeles, focusing on sports and entertainment law where he handles various aspects of entertainment and media transactions and the negotiation of sponsorship and endorsement agreements.
From a sponsorship perspective, the League Cup hasn't always been the most glamorous property in English sports.
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"Looking out at the horizon, teams are looking at their local sponsorship deals expiring over the next two or three years, " says industry consultant David Carter of the Sports Business Group.
Larry Mann, a partner with Chicago-based sports marketing firm rEvolution, points out that pulling the likes of LeBron and Kobe from the national team would lower sponsorship revenue for USA Basketball.
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