Catch them young and keep them long

This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated.

Catch Them Young And Keep Them Long

Sponsoring the brand

Joe Michael Barbie ClarkeThe Kids and Youth Consultancy andRohin MalhotraFox Kids Online Research Services (Europe)

Introduction

This paper concentrates on the big sponsorship event of the year...