oa Journal of Marketing - Sponsorship - ROI is the key objective : sponsorship

Volume 2008, Issue 04
  • ISSN : 1811-9565



In September last year, Absa announced its R29,5-million sponsorship of the Premier Soccer League (PSL) for the next five years. This mammoth investment, triple the previous sponsorship, is being hailed as a first for South African soccer and is a strategic marketing and business move for Absa.

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