3. What do sponsors sponsor?

Sponsorship is often connected with activities which are seen as socially desirable and can be subdivided into 5 main areas:-

• Conservation and charitable work
• Sport
• The arts
• Education
• The media

It must be stressed that sponsorship is not charity or subsidy. It should be used as a tool to further an organisation's or company's marketing objectives. If money or items are simply donated and nothing tangible expected in return then it is PATRONAGE and not sponsorship.

One of the main differences between sponsorship and other forms of donating monies is that sponsorship is eligible for corporate tax relief.