•        PR remains the best vehicle to drive sponsorship followed closely by advertising

•        On the ground leveraging at matches and events, but the key again is to add value and also understand that match days are only a % of your audience

•        Online/Broadcast – Creating a consumer connection via the official site, your brand site or an individual micro site

•        Asset leveraging – using players/celebrities for consumer / internal events.  If you have no access purchase it on top

•        Ensure you tickets to events are not only with the sales force but split across B2B, media, consumers and sales

•        Lastly make sure the sponsorship is integrated across the business and media plans, maybe run internal workshops to get  buy in from relevant areas