“I get to choose whom to sponsor, and I like to give to the areas that I know something about.”
Gordon Getty, billionaire philanthropist (Born 1934)
When you have completed this chapter, you will be able to
In recent years, there has been significant growth in expenditure on sponsorships, a reflection of the ever-present need for differentiation in increasingly competitive markets. Sponsorship involves investment in an event in order to provide the sponsor with the exposure to the benefits of the event. Events all project an image as brands in themselves, and it is this image that sponsors seek to capitalize upon. If an event marketer is to successfully attract sponsors in a competitive market, he or she must be aware of the image factors that his or her event possesses in order to be able to sell ...