BEST BUY, the US-based consumer electronics retailer, has launched a sports sponsorship programme in order to boost its performance in the UK market. Part of a two-pronged fightback strategy that also includes the introduction of a mobile commerce platform, the company are keen to further enhance their sponsorship portfolio after kicking off as the official technology partner of Everton Football Club. Affiliation with an English Premier League side will certainly increase the brand awareness of Best Buy in the UK, but doubts linger over a sponsorship strategy as the permanent antidote to the financial woes of the struggling retailer.
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