The Fine Art of Sponsorship

Abstract

Sponsorship in sport is a rapidly growing part of the business scene. Association with success or the right image can reap rich rewards but there is also a danger of allowing enthusiasm for a sport run away with your company′s money. Selecting a sponsorship target, choosing a sport which provides an appropriate image for your company, and making professional use of your sponsorship, are all vital to a successful campaign.

Citation

Burridge, M. (1989), "The Fine Art of Sponsorship", International Journal of Physical Distribution & Materials Management, Vol. 19 No. 3, pp. 19-23. https://doi.org/10.1108/EUM0000000000309