Why should you do it?

There are many reasons for a company to become a sponsor but unfortunately many of them are wrong. Though sponsorship marketing is one of the fastest growing marketing strategies—sponsorship is still misunderstood by many groups—through misused or misguided sponsorship activities.

While sponsorship marketing is rooted in customer and fan emotion – the driving decision for a sponsor should not be made based on emotion. Sponsorship marketing must be based on strategy—a strategy that is derived from the company’s marketing objectives—rather than an executive’s personal preference or a market’s emotional attachment with a property.

The three strategies that should determine sponsorship involvement are:

1. Brand Awareness and Image Enhancement
2. Brand Preference and Sales
3. Hospitality