Page 6: Conclusion
This case study has illustrated how the process of sponsorship has helped Nationwide to target a key market effectively and within a relatively short period of time - building brand awareness and using it as a base from which new business can be generated in the highly competitive market of financial services. For Nationwide, football has helped to build its response to community issues and generate the ‘friendly’ face of the company. In doing so, it has provided a tangible link with existing and potential customers through a leisure time activity they enjoy and feel positive about. .