The value lies in the brand
Julian Dailly
The long-term benefit of sponsorship can be measured using a brand valuation framework as brands from Marlboro and Hyundai to AIG can demonstrate
Nowadays, all major institutions look to gain credibility through some form of sponsorship. Every major event around the world has a corporate sponsor, or sponsors. Businesses and organisations will associate themselves with anything and everything that people watch, visit or celebrate.
The benefits are clear. Sponsorship properties offer instant reach to large pools of positively disposed, like-minded people – such as football fans, book lovers or hard-to-reach demographics. Versus...