Sponsorship is a partnership of an activity or event, by two or more partners
with unrelated offers of material support. The sponsor can provide equipment or
cash to a project in exchange for a share of the rights to publicity or other
For sponsors, it is a great way to increase brand awareness and help generate
consumer interest, and to develop brand loyalty. A company can develop
awareness in its target market by sponsoring an event that attracts interest
from an interested audience.
Sponsorship is not a charitable pursuit - it must offer some form of positive
return on the original investment.
Sponsorship can create a wide range of benefits for sponsors.
raise brand awareness and create preference
create positive PR and raise awareness of the organisation as a whole
provide attractive content for a range of products and services
build brand positioning through associative imagery
support a sales promotion campaign
create internal emotional commitment to the brand
act as corporate hospitality that promotes good relations with clients.
Sponsorship can range from international to regional and local events.
The sponsee will benefit from both financial support and other forms of backing
from a partner they have got to know well, and both parties should agree a set
of common objectives and defined goals.