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
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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…

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