How to Manage Sponsorships
Roderick White
Sponsorshipis one of the fastest-growing forms of marketing activity, having shown at least 10% annual growth for years, to a level of around $35 billion globally – a figure that purely covers the cost of the actual sponsorship, and is equivalent to over 7% of global media advertising spend (3).
While sports account for over 60% of the total, other sponsorship opportunities are increasingly exploited – and there is a grey area where sponsorship becomes 'cause-related marketing' (2, 3, 17). As has long been pointed out, sponsorship may have started as a CEO's toy...