Sponsorship as a marketing tool

1. Introduction to sponsorship

Sponsorship is essentially a business deal intended to be advantageous to both the sponsor and the sponsored.

I have included two definitions of sponsorship written by Carlton Reid, Editor of "Cycle Industry", (c FPC Sept. 1992)

"Sponsorship is a form of non-invasive sales, promotion, without any direct selling, and independent of the actual sponsored activity".

"The relationship between a company and an activity, an event, or a lifestyle interest where, in return for cash/services and consideration, specific marketing benefits are granted".

However, the definition of sponsorship varies depending on how a company defines its sponsorship. This will affect the scope of activity the company is prepared to become involved in as well as its approach.