Sponsorship: From Management Ego Trip to Marketing Success

Sponsorship is a powerful but often misunderstood form of consumer persuasion. The components of sponsorship's persuasive impact are outlined and illustrated with data on large brands engaged in major sponsorships.

Sponsorship: from Management Ego Trip to Marketing Success

James Crimmins and Martin Horn

Sponsorship is expensive. The asking price to become a Centennial Olympic Partner of the 1996 games in Atlanta was $40 million in cash or services. The price to become a sponsor of the 1994 World Cup was $10 million to $15 million. Coca-Cola paid $250 million to become the official soft drink of the NFL for five years. The International Events Group, a prominent sponsorship consulting firm, estimates that $4.25 billion was spent on sponsorship rights fees in 1994. Many billions more were spent to...

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