The latest newsletter from the England 2018 ‘Back the bid’ campaign shows the power of social networks – see the screenshot above.

Brands such as Morrisons, PWC, Umbro, British Airways and BT have spent a small fortune sponsoring the bid so far, and rightly see their logos at the bottom of all communications.

Below their logos are links to the social network where supporters of the bid can track any progress – and some of these logos are larger than the brands above!

When Yahoo! sponsored a Formula 1 team, they had to pay for it, however the market has changed so much, so quickly, that sports brands now embrace social networks (rightly so IMHO as a key traffic driver – no pun intended).