Can sponsorship be effective?

Sponsorship can undoubtedly be a powerful brand communications tool, not just in terms of building awareness but also improving perceptions.

Can sponsorship be effective?

In recent years, sponsorship has become an increasingly significant part of the marketing mix. This can include sponsorship of existing TV or radio programs, original programing, event sponsorship, and team or stadium sponsorship.

Sponsorship has developed into a universal medium, particularly in the sporting world, and sponsors will pay large sums of money to be associated with properties that have worldwide coverage. The European sponsorship industry is worth approximately €8 billion every year; U.K. sports sponsorship is valued at approx £500 million, while North American companies are estimated to spend $925 million on sponsoring golf tournaments...

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