Jump to:
Definitions | Where to start | Essentials | Checklist | Further reading

Sponsorship can be a highly effective tool for businesses at any stage of their evolution.

It offers new and established brands both exposure to, and the opportunity to target, audiences engaged in the things they love.

The success of any sponsorship is dependent on a rigorous strategic planning process to ensure effective targeting; the selection of appropriate properties, a creative, compelling and well-resourced activation programme and a commitment to evaluation.


This article concerns sponsorship and partnerships where a fee is paid to a rights holder in exchange for the right to associate with a specific property.