This summer the European sports marketing industry can expect a significant boost from high profile events such as the Athens Olympic Games in August, and the UEFA European football championships in Portugal in June and July.

Like many other industries, the sports marketing sector is reliant on investment from a corporate world that has been affected by the recent economic and geopolitical climate, but both events found little trouble in fulfilling their sponsorship quotas well ahead of schedule.

On May 1, ten distinctive countries and 75 million citizens joined the EU zone, a move that presents great communications challenges.

Public relations has blossomed as a marketing discipline to gain strong acceptance in Germany as a brand-building device in the pharmaceutical marketing industry. The discipline is finally being appreciated for its credibility, flexibility and efficiency.

Consumers are more active than ever in voicing their concerns and demands. For companies around the world, this growing consumer consciousness is having a huge impact on communications.