Warc Briefing: Sponsorship

This briefing offers an overview of the history, theories and key trends related to Sponsorship.

Warc Briefing: Sponsorship

Definition:Sponsorship is the practice of providing funds for events, individuals, organisations and entertainment or intellectual properties in exchange for exposure to and engagement with a target audience and improved brand equity.

Quick facts

  • Two in three sponsorship dollars spent in the US go towards sports events and teamsi.
  • Twice as many firms strike sponsorship deals to drive long-term brand loyalty, as do so to stimulate short-term salesii.
  • At the time, the most lucrative football sponsorship in history was the £80m ($116m) four-year deal between Standard Chartered, a bank, and Liverpool FC, announced...

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