How is New Technology Changing Sponsorship?

Xavier Quattrocchi

Argues that the trends in communication technology will enable sponsorship to continue to be the fastest growing marketing method.

How is New Technology Changing Sponsorship?

Xavier QuattrocchiSponsorclick

Growth in sponsorship has registered in the double digits every year throughout the past decade. Forecasts indicate it will more than double by 2008, to reach US$50 billion globally. According to Sport+Markt, more than onethird of the 300 largest European companies have discovered sponsorship as an important communications tool within the last five years.

Behind these developments are longterm trends in communication and new technologies and tools that will accelerate the growth of the sponsorship market while making it a much more attractive opportunity for investment....

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