The O2: A Blueprint for 21st Century Sponsorship

Naana Orleans-Amissah, Sophie Maunder-Allan, Paul Feldwick and Louise Cook

The mobile phone market is under an increasing threat of commoditisation, and is home to notoriously fickle customers.
Agency: AIS, VCCPAuthors: Naana Orleans-Amissah, Sophie Maunder-Allan, Paul Feldwick and Louise Cook

The O2: A Blueprint for 21st Century Sponsorship

CHANGING THE NATURE OF SPONSORSHIP

Sponsorship as a marketing tool, whether of events, teams or stadiums, has a mixed reputation. Sometimes it is seen as philanthropy, or experienced as corporate hospitality with little consumer or commercial benefit. Often, it does a useful job in terms of raw awareness, but little in terms of affecting brand imagery. At worst it is the proverbial 'chairman's pet'. This is because its objectives are often muddled and its outcomes subject...

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