Sponsorship money moves from stadiums to leagues
Brands want rights they can use in every market
Sponsors are shifting money from individual clubs to league-wide deals, preferring rights that work across markets to logos on a single stadium.
Meridian Foods will hold a briefing for analysts next month to walk through the numbers in more detail. Management has promised a first progress update alongside its third-quarter results.
Similar programs at rival firms have produced mixed results. In one well-known case, adoption exceeded projections within a year; in another, integration problems pushed the expected benefits back by almost eighteen months.
A survey of 400 mid-sized companies by the Northgate Survey found that 58 percent plan to increase their technology budgets next year, the highest share since 2021, even as most expect overall spending to stay flat.
What clubs lose
Customers have welcomed the change. "Anything that shortens the time between order and delivery is good for us," said Rafael Duarte, whose distribution business employs about 120 people and works with Meridian Foods in three regions.
The project had stalled twice before, most recently last year, when a change in leadership at Meridian Foods put several initiatives on hold. This time, the company says, the budget is approved and the contracts are signed.
The move comes as the sector adjusts to a year of slower growth. Analysts at the Northgate Survey estimate that spending in the category rose just 3 percent in the first half, compared with 11 percent a year earlier.
Written by
Sarah Lindgren