CHAPTER 6
Sponsorship and Event Marketing
Sponsorships build credibility for the company, demonstrate corporate caring and good citizenship, communicate the brand’s philosophy to the public, and build employee morale by involving employees with their communities.
The last time you attended a sporting event, concert, art exhibit, or local public event, how receptive were you to the products and services being promoted? Following the event did you go online to learn more or mention the sponsor to a colleague? Sponsorship of events and causes is a subset of public relations. It is used primarily as a brand-building strategy, although it has other benefits, such as building customer loyalty and motivating employees. Unlike, say, trade show or seminar ...
