Xerox's four criteria for sponsorship engagement

Geoffrey Precourt

This paper reports on the presentation of Christa Carone, Xerox's CMO, to the IEG Return on Engagement: Sponsorship’s Impact on Business conference in Chicago.

Xerox's Four Criteria for Sponsorship Engagement

Geoffrey Precourt Warc

The criteria for sponsorship engagement at Xerox are simple and un-duplicable, according to Christa Carone, the brand's Chief Marketing Officer.

The company has had a series of successful partnerships. These have included a Sting 'Symphonicity' concert tour with the Royal Philharmonic Orchestra, the United States Tennis Association and Arthur Ashe Kids' Day, the University of Notre Dame's athletic programs and New York City's Citifield baseball park. Cirque du Soleil will soon be added to the list.

For all partnerships, Carone told an audience at the 2011 IEG Return on...

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