Oct 26, 2011 at 04:25 PM
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Survey Says This City Offers Best Shot At Attracting Sponsors

A new survey carried out by IFM Sports Marketing, and commissioned by IFM client, London & Partners, the official promotional agency for London, says London is the sporting destination that is guaranteed to provide the highest return and media profile for sponsors. Seeming to support London's bid for the 2017 IAAF World Athletics Championships, more than half of the global industry leaders polled said London offers the best opportunity to increase new commercial revenues according to IFM's survey.

London was ranked as the world’s top destination for providing an excellent return on investment – 20% more popular than its closest rival Sydney, officials said. 84% of those polled cited strength of brand presence as one of the reasons why investing in events in London is attractive. Associated media platforms (84%) and the city’s diverse population (74%) were also key drivers for event sponsors. Finally, more than 50% of the 110 global industry leaders polled believed London offered a gateway to new brand markets.

“This survey echoes the conversations I’ve had with global sports sponsors and the message is loud and clear; London is the preferred destination for major brands," Niels de Vos, Chief Executive of UK Athletics said. “But this isn’t just about attracting the sponsor dollar for London 2017. A strong sponsorship programme combined with full stadium and record TV audiences could provide our sport with a significant legacy and a real foundation on which to build a global commercial platform.”

SponsorPitch requested the full results of the survey, along with details on how other cities fared, but had not received a response at the time this was posted. If we get them from IFM, we'll add them to the post.

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