Tales from the trackside: WARC Sponsorship Marketing 2008
James AitchisonWARC.com
WARC Sponsorship Marketing, 23 May 2008
Sponsorship: 1495-2007?
The roots of sponsorship stretch far back into history. Mark Palmer, founder of Maverick Planet and chair for the day, plucked an example from 1495 - the patronage of Duke Lodovico Sforza that gave rise to Leonardo da Vinci’s The Last Supper.
But 500 years on, is ‘sponsorship’ an adequate term to describe the increasingly sophisticated and wide-ranging partnerships betweens brands, media and events? He suggested not. And, on the...