UP486 The Buy Side: B2B + ROI = WTF?

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B2B is big business for sports rights holders. But why are business-to-business brands paying billions in sport sponsorship rights? From the IOC to Formula One, categories such as consulting, accountancy, logistics, financial services and tech are growing rapidly. In the IOC's programme, Deloitte and Allianz replaced Dow and GE as TOP Olympic sponsors. IBM's technology partnerships with Toronto sports teams, VMware's McLaren Formula One partnership, and Dell China's Chinese...