The role of sponsorship in the marketing communications mix

Tony Meenaghan

This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management.

The role of sponsorship in the marketing communications mix

Tony Meenaghan

This article examines the development of commercial sponsorship as a legitimate marketing communications option available to management. Initial attention focuses on the causes of sponsorship emergence, the current developments in this growing industry and the prospects therein. Sponsorship's role on behalf of management is then discussed in terms of potential objectives and target audiences. Sponsorship management issues in terms of selection, implementation and results evaluation are subsequently examined.

INTRODUCTION

The purpose of this paper is to examine the development of commercial sponsorship and its role in the marketing communications...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands