A new framework for evaluating sponsorship opportunities

Despite the popularity of sponsorship, there remains a paucity of research attention. This is especially the case when considering the product relevance issue (the fit between the sponsor and the activity being sponsored).

A new framework for evaluating sponsorship opportunities

Derek T.Y. Poon and Gerard Prendergast Hong Kong Baptist University

INTRODUCTION

Traditional media advertising, especially on television, has long been regarded as the most effective tool for marketers...