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Raheem Akingbolu writes on the place of sponsorship in brand positioning
In today’s market, youths as a result of their population and ability to influence purchasing habits have become major stakeholders.
In fact, brand managers who know their onions can hardly put marketing strategies together without a sizable budget allocated for children, youths and women because of the roles they play in influencing purchasing habits.
However, in penetrating the youth market, music and sports are fast becoming the most potent platform for marketing because of the affinity between fans and their preferred sporting activity or music stars, as the case may be.