Some think that sports organizations and athletes could not possibly find any new ways to activate a corporate partnership. From arena signage to signature wines, it often seems as if sports organizations and professionals have already exhausted every possible type of sports sponsorship.
Yet sports organizations may have only scratched the surface when it comes to sponsorship opportunities. Tennis player Anne Keothavong will “sport adverts on her fingernails…to show off the detail of 4K Ultra High Definition TV at Wimbledon.” That’s right. Sony is going to imprint its company logo and new product name on a tennis player’s cuticles.
This type of sponsorship activation is called micro advertising, or “microtising.” Essentially, microtising involves finding small areas to show...