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According to IEG by 1998, sponsorship was the fastest growing form of media. Sponsors were moving beyond seeing sponsorship as simply an opportunity for corporate entertainment and enhanced profile.
Companies were using sponsorship as an interactive participatory platform for involving customers and building sales. Corporation's belief in sponsorship grew. They knew that it was contributing to their overall marketing success but the true impact and potential of the medium remained a mystery.
Since then sponsorship has grown increasingly sophisticated, objective-based and integrated with overall marketing programmes. The results have been huge, with sponsors around the world finding that sponsorship when done well has a higher and more lasting impact on the perceptions and buying behaviour of their customers than any other marketing option. This is because sponsorship is a two-way medium. It creates a relationship between sponsors and their target markets. Sponsorship has now finally come into its own as the most powerful of all marketing media.
The most common reasons companies use sponsorship are to heighten visibility, shape consumer attitudes, communicate to a particular lifestyle, assist business to business marketing, differentiate products from competitors, entertain clients, create merchandising opportunities, showcase product attributes, reinforce brand values through association, combat larger advertising budgets of competitors and drive sales.
Companies do not use sponsorship to replace advertising, public relations or sales promotion campaigns. The benefits sponsorship offers are quite different and the medium works best as part of an integrated marketing communications effort that includes the use of all marketing methods.
Evaluations
Existing sponsorships, potential sponsorships or a companies requirement of a property ....  more |
| Negotiations
Advice, guidance and involvement if required in negotiations to ensure the package exceeds the requirements.. more |
| Programme Development & Implementation
For every $1 spent on sponsorship rights fees, $3 should be spent on activating and measuring it .... more |
| Acquisitions
Finding sponsors for existing or new properties ... more |
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