In its earliest days, sponsorship was almost exclusively the domain of sports properties. In 1984, 90 percent of all sponsorship dollars went to sports. While sports continues to command the lion’s share, the demand of corporations for a new and better way of communicating with their key audiences has benefited every type of sponsorship.
Companies do not use sponsorship to replace advertising, public relations or sales promotion. The benefits sponsorship offers are quite different, and the medium works best as part of an integrated marketing communications effort that includes the use of all marketing methods.
Below, IEG analysts identify the most common reasons companies use sponsorship.
Already a Sponsorship.com user? Click here to login.
Password (6 character minimum, uppercase, lowercase and number required):
Get answers to your specific questions; register on the site to access crucial information; and contact someone at IEG directly by clicking the button below.
Jim AndrewsSustainable Brands Conference: Some Big and Not-So-Big Ideas for Sponsors and Rightsholders >
Jim AndrewsNo More Growth By Default: Ad Guru’s Advice Also Rings True For Sponsorship Marketers >
Gareth Brown, Consultant, Two Circles, A Part of ESP PropertiesThe Three Factors To A Successful Direct-To-Consumer Streaming Business >
Read More Blog Posts
Follow IEG on Twitter