Tiger Beer has chosen to sponsor troubled football team Manchester United. Sports team sponsorships have been successful for decades — so how does a brand strategise which teams to put their money behind? And does the translation to sales still work in today’s testimony-driven landscape?  Andrea Heng and Hairianto Diman speak to Dr Andy West, Lecturer in the Master of Marketing programme, Centre for Sport, Business and Society, UTS Business School, to find out more.

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