Solar power brings some sunshine to international sport

THE NEWS THAT the cost of solar produced energy has fallen to approximately the level of that from traditional power stations may seem an arcane detail. But coming on the day that Chinese solar power company Yingli renews its $40 million sponsorship of the FIFA World Cup it begins to take on greater significance. Couple these straws in the wind with the 30-second ad taken out by US solar company Sacred Power during the 2011 Super Bowl and one might start to detect a pattern. Given the importance of the energy utility sector as a sport sponsor expect to see these trends examined more closely in Sports Marketing Frontiers in future. At present the main reasons for a green energy company to sponsor seem to be to raise awareness and attract investment. As renewables become more essential in future we might expect them to go down the well-travelled route of their peers in the sector. - 9/6/2011