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There’s something very appealing about sponsorship, just as there’s something deeply enjoyable about sport, film and fame. It feeds our vanity to rub shoulders with the successful, especially if somehow or another you get to feel you ‘own’ a bit of them. What follows warns you about letting the heart overrule the head. Sponsorship is a marketing tool that must be handled with circumspection and professionalism.

How sponsorship works

Money. You pay money to own (or co-own) the rights to a player, car, horse, event, series or whatever. You can sponsor almost anything. When you get sponsorship right it can work incredibly well for you. You get ...

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