Magazine article Marketing

Sports Marketing Body Could Face Axe at Birth

Magazine article Marketing

Sports Marketing Body Could Face Axe at Birth

Article excerpt

Sir Keith Mills admits British Sports Marketing Bureau struggling to win support.

The proposed umbrella marketing body set up to pool commercial rights across UK sports will be 'killed off' if it does not attract major sporting associations, according to its boss, Sir Keith Mills.

The former deputy chairman of Locog and founder of Air Miles and Nectar has created the British Sports Marketing Bureau (BSMB) to act as an 'interface' between brands and the sports sector.

It aims to help brands better target consumer groups, while allowing smaller associations access to big sponsors that previously have tended to be attracted to the most popular sports, such as football.

Mills is currently canvassing support for the venture. However, there is rumoured to be opposition to the body from several prominent sports, such as athletics and cycling, which reportedly believe that their commercial prospects would be better served by remaining independent.

British Athletics - formerly UK Athletics - and British Cycling are understood to feel they would be more successful without the support of the BSMB. …

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