Make a lasting impression: How to maximize the effectiveness of your sponsorship opportunities

Michael J. McDermott

Sports and events sponsorship began to climb again in 2010, a trend which has continued into 2011. The results of the spend in this area will depend on how well marketers choose and structure their sponsorship programs, allocate resources to support them, integrate the sponsorships into their overall marketing plans and measure the results.

Make a lasting impression: How to maximize the effectiveness of your sponsorship opportunities

Michael J. McDermott

Fashion Week Berlin is one of many events Mercedes-Benz has sponsored over the years as a way to extend its brand globally.

After a mild hiccup in recession-wracked 2009, spending on sports and event sponsorships resumed its upward climb in 2010, and that trend continues today. According to the IEG Sponsorship Report, sponsorship expenditures by North American companies grew 3.9 percent last year, to $17.2 billion, with global spending up 5.2 percent, to $46.3 billion. The report projects a 5.9 percent increase in...

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