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Sports sponsorship, already a well-established area of marketing that many global brands cite as central to their communications strategy, continues to grow financially. Across the ‘Big Five’ European football leagues, for example, sponsorship revenue dwarfs income gained through ticket sales and other match-day moneymakers.

With so many different creative tools available to marketers today, it’s often hotly debated which of these techniques are genuine innovations and which mere gimmicks, and whether indeed that even matters. People also frequently argue about which tactics can have a...