3. DEFINITION
Acquisition of rights to affiliate
or directly associate with a
product or event for the
purpose of deriving benefits
related to that affiliation or
association.
20. ✔ Increase public awareness
✔ Reinforce public reception
✔ Identify with particular segments
✔ Get involved in the community
✔ Generate Media Benefits
✔ Achieve sales objectives
✔ Showcase unique attributes
✔ Create an advantage over competition
R O I
Editor's Notes
Sponsorships began to rise in the late 70’s and continued well into the 90’s.
Also could include: an exclusive association within a product or service category, entitlement to an event or facility, right of service or right to use the product in conjunction with the event, the right to conduct promotional activities in conjunction with the event
