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Sponsorship: a new trend

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  1. Sponsorship, a growing trend
  2. The functions of sponsorship
  3. Sponsorship also have negative aspects
  4. How to select events for sponsorship?
  5. How to measure effectiveness?

To start with, it is wise to wonder what sponsorship is. There are two types of sponsorships. The first one is called philanthropic sponsorship or 'charitable contribution' and involves the provision of cash or other resources to a benefactor without any commercial benefit in exchange. The second one, which we will concentrate on, is called commercial sponsorship and involves an exchange, usually of money, for commercial benefit. Just about everything can be sponsored and have a company name or a brand name attached to it, for example, a TV Program such as Cadbury's sponsorship of ITV's 'Coronation Street' or a building such as the O'Reilly Hall at university College of Dublin sponsored by A.J.F. O'Reilly. Sport and art are the most frequently used activities for commercial sponsorship.

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