Current developments and future directions in sponsorship

Tony Meenaghan

Throughout its relatively brief history commercial sponsorship has changed in many fundamental ways. Most evident has been its development from small-scale activity to major global industry.

Current developments and future directions in sponsorship

Tony Meenaghan

Throughout its relatively brief history, commercial sponsorship has changed in many fundamental ways. Most evident has been its development from small-scale activity to major global industry. In recent years the opportunities for sponsorship investment have expanded beyond the traditional options of sport and arts. New industries and companies continue to adopt sponsorship as a method of marketing communications. One of the most notable developments has been a change in corporate attitudes to managing sponsorship. Hitherto treated as 'something different', many sponsors today have in place sophisticated planning, selection and evaluation procedures...

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