Warc Briefing: Sponsorship
Definition:Sponsorship is the practice of providing funds for events, individuals, organisations and entertainment or intellectual properties in exchange for exposure to and engagement with a target audience and improved brand equity.
Quick facts
- Two in three sponsorship dollars spent in the US go towards sports events and teamsi.
- Twice as many firms strike sponsorship deals to drive long-term brand loyalty, as do so to stimulate short-term salesii.
- At the time, the most lucrative football sponsorship in history was the £80m ($116m) four-year deal between Standard Chartered, a bank, and Liverpool FC, announced...