Best In Brief
Investigating sponsorship relationships
Francis Farelly and Pascale Quester
In 2001 Sergio Zyman declared that sponsorship as practised today is dead. He was highlighting the increasing use of sponsorship as a communications tool, criticising the traditional relationship between sponsor and sports body. In his view the typical lack of synergy between sponsorship partners severely limits the return on investment. Zyman maintained that even the description of sponsorship denotes a one-way relationship. Research described in this article examines the potential for sponsorship to operate as a co-marketing alliance...