Using Sponsorships to Connect with New Consumers

This short article describes the rationale and support programmes for Bell Atlantic's sponsorship of the Atlantic 10 Athletic Conference in the USA.

Using Sponsorships To Connect With New Consumers

Pat Hennebry, Bell Atlantic

Event marketing and corporate sponsorships are critical tools in reaching today’s new consumer efficiently and cost-effectively. The mass homogenization market is a thing of the past and the multitude of new products and constant advertising continue to clutter shelves, airwaves and consumers’ minds. Sponsorships are an effective way to cut through the clutter and differentiate the brand in a direct, personalized manner.

Many brands use sponsorships to accomplish a myriad of marketing objectives, including changing or reinforcing public perception about the brand, dimensionalizing the brand’s positioning, supporting...

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