Sponsorship Today Essay

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Sponsorship Today

Introduction to sponsorship

Sponsorship is an important marketing tool for many organisations & is an important element of the promotional mix. Sponsorship involves the support of an event, activity, person, organisation or product by an unrelated organisation that may exchange money, services or goods in return for the association that the sponsorship provides. Sponsors choose events that attract their target market to enhance their brand reputation & awareness. A method of shaping brand identity, sponsorship can improve company image, raise company profile & generate awareness of company values. An integral part of marketing strategy, sponsorship is useable either as a single marketing activity
or
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Sports Sponsorship

Is the largest sector due to the huge audiences & media coverage it commands, however sponsorship tends to become more concentrated on the most popular sports that attract massive global audiences i.e. football, athletics, golf and motor sports. It is also good to be associated with success & companies will pay top athletes many thousands of pounds to wear their goods.

Broadcast sponsorship

Has rapidly grown to become the second largest sector in the UK sponsorship industry. The main attraction for sponsors looking for mass appeal is the large audiences it commands. Both mass-market & minority programmes are sponsored, e.g. Stella Artois sponsorship of
CH4 movies. As companies sponsor more sports broadcasts rather than live events, broadcast sponsorship is set to overtake sports as the most valuable sector of the market. Sponsorship of rock concerts and festivals is increasingly common.

Sponsorship of the arts

Has less appeal that broadcast or sports sponsorship but Government initiatives such as the ‘Pairing Scheme’ have supported growth in arts sponsorship in recent years & the sector is expected to increase by 24 percent, to reach £113m in the year 2004 with theatre and museums at the top of the list. Over the past five years, commercial investment in blockbuster art shows, theatre and opera by