Great sponsors can make or break a sporting event. They provide the organizers with a host of benefits, such as money, products and services, as well as prestige and other intangibles. But many event producers have only a vague understanding of the nature of sponsorship. By thoroughly absorbing the author’s four-part definition of sponsorship, event organizers are much more likely to attract and keep great sponsors. That definition focuses on creating a mutually advantageous business relationship that brings tangible and measurable results to the sponsor. The key to wooing great sponsors is to focus on the great benefits your event can bring to them.
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