Leveraging sponsorship through events

David Weisz

The author discusses the use of sports and event sponsorship to develop brand awareness. Objectives are listed and the role of sponsorship is seen as achieving an emotional bond with the consumer while event marketing offers interaction with the consumer to establish the brand image and affect the bottom line.

leveraging sponsorship through events

How to use event marketing to leverage your brand awareness

David Weisz Motorola, Inc.

By now, most of you already know or have heard the various benefits of sports and event marketing. You are either busy implementing your own sponsorship strategies or convincing senior management of the benefits and the return on investment that should be expected from a complete program. Having formed the first sports marketing function at Motorola in 1991, after supporting properties through our public relations function for many years prior to this, I hope I can share some of the tricks...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands