How to manage sponsorships

In this edition of 'Best Practice', Roderick White looks at one of the fastest growing forms of marketing activity - sponsorship.

How to Manage Sponsorships

Roderick White

Sponsorshipis one of the fastest-growing forms of marketing activity, having shown at least 10% annual growth for years, to a level of around $35 billion globally – a figure that purely covers the cost of the actual sponsorship, and is equivalent to over 7% of global media advertising spend (3).

While sports account for over 60% of the total, other sponsorship opportunities are increasingly exploited – and there is a grey area where sponsorship becomes 'cause-related marketing' (2, 3, 17). As has long been pointed out, sponsorship may have started as a CEO's toy...

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