An International Review Of Sponsorship Research:
Extension and Update
Bjrn Walliser University of Nancy, Institute of Business Administration
Over the past thirty years, sponsorship has evolved from a smallscale activity in a limited number of industrialised countries to a major global industry (Meenaghan 1998b). Sponsorship is clearly understood as a communications instrument and is therefore considered a commercial investment. The range of sponsored activities has increased steadily. While sports and, to a much lesser extent, the arts remain the most important areas, social and environmental sponsorship have gained in importance. The growth of broadcast sponsorship is another...