What we know about sponsorship strategies

This article provides marketers with information and guidance on sponsorship strategies.

Key topics in this paper include:

  • Finding the right fit, including the importance of patience, relevance and exclusivity.

  • Selection criteria, including the key components for assessing sponsorship opportunities.

  • Setting goals, including why long-term objectives drive maximum value.

  • Sponsorship activation, including how social media is taking over from PR.

  • Evaluating sponsorships, including the key metrics needed for measuring partnerships.

  • Grassroots sponsorship, including the growth of local opportunities in crowded national markets.

Sponsors must pay particular attention to the question of "fit" between the brand and sponsorship property. Most often, this fit is between:

  • A property...

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