What is sponsorship?
Sponsorship is a two- way commercial exchange between a company and organisation whereby the company gives resources. In return, the company receives promotional or other benefits of having its name associated with the event. Benefits could include:
- Heighten visibility
- Shape consumer attitude
- Narrowcasting
- Provide incentives for retailers, dealers and distributors
- Entertain clients
- Recruit/ retail employers
- Create merchandising opportunities
- Showcase product attributes
- Differentiate their products from competitors
- Drive sales
Award sponsorship examples
EE is sponsoring the BAFTA's 2013 as title sponsorship. The ceremony will be known as the 'EE British Academy Film Awards'.
BP sponsors the portrait awards
Mastercard is the headline sponsor of the Olivier Awards
Sponsors for the 2013 Liverpool Art Prize include ABW architects and Albert Dock.
References: Hope. M, (2009) "Attracting business sponsorship for major events", in Day, H. (ed.), Sponsorship: From theory to practise and all the latest trends, The Marketing & Management collection, Henry Stewart Talks Ltd, London
Event sponsorship / Bruce E. Skinner, Vladimir Rukavina
EE Announced as Title Sponsor for the British Academy Film Awards in 2013 . 2013. EE Announced as Title Sponsor for the British Academy Film Awards in 2013 . [ONLINE] Available at: http://www.bafta.org/press/ee-announced-as-bafta-film-awards-title-sponsor,227,SNS.html. [Accessed 26 April 2013].
Colbert et al, 1994
No comments:
Post a Comment