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...