Sponsorship
Integrated Marketing, Agencies and Sponsorship
Nick Davies andXavier Quattrocchi SponsorClick
Mention the word sponsorship and most of us think of the mega-deals between Coca-Cola and the Olympics, Marlboro and Ferrari, or Vodafone and Manchester United. However, at SponsorClick we estimate that these mega-deals represent less than a quarter of the total sponsorship market.
Most sponsorships are of smaller size, and thus more difficult to identify and benchmark for any agency willing to propose out-of-the-box communication solutions to their clients.
A THREE-TIER MARKET
We believe the market is being divided into three sectors. At the top...