From our friends at Sport Business international:
There is not a sports property in the world big enough to provide a marketing platform for US software giant Microsoft, according to its UK head of business marketing. The problem, says Matt Bishop, is that the popularity of sports is not consistent across the over 190 territories the company sells its products in, nor will it be consistent across the many people involved in the complex decision to purchase software for a business. Bishop says he is “curious” about what value sports sponsors from businesses similar to Microsoft are getting out of their investment. There are a few small exceptions to the rule. Microsoft last year agreed a shirt sponsorship deal with the Seattle Sounders Major League Soccer team – the two share the same home city. But beyond this, the software giant is conspicuous by its absence from sports. Read the rest.