4. Why do they sponsor?

One of the major benefits the sponsorship can offer is the variety of activities it can deal with. This allows a wide range of sizes and types of companies to take part to achieve their particular objectives. Other reasons for using sponsorship are as follows:-

• Exposure
• Gain credibility
• Image association
• Counter negative image
• To create a sales promotion opportunity

N.B. Sponsorship can (and should) be mutually beneficial to all parties, but research has shown that in many instances this is not always the case. Research into the outdoor market indicates that many sponsors never consider whey they offer support.