Lucozade's presence in football shows the value of effective badging

Sports marketing may have come a long way but let’s stop pretending that brand badging doesn’t matter, says Matt Riches.

In modern sports marketing “badging” has become a dirty word, seen as outdated, inefficient, maybe even lazy.

“This isn’t a badging exercise,” has become the opening gambit to many a sales pitch. But in the rush to rewrite the rules of sponsorship, are we at risk of discarding one of its most powerful marketing principles: being seen?

To be clear, criticism of badging isn’t baseless. For years, some sponsors and rights holders have treated visibility as a box-ticking exercise; a logo here, a board there, and not much else. That kind of execution was never strategic and fails when it’s generic, too c

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