Sponsorship - A Confirmed Weapon in the Promotional Armoury

Abstract

Sponsorship's ability to help a company achieve its corporate and marketing objectives has enabled the communication tool to climb to the top of a marketer's promotional consideration set. This paper sets out to review the industry's current understanding of sponsorship as a promotional mechanism. As the medium's underlying principles are identified, marketing practitioners are provided with examples and strategic guidelines so that they are able to maximise their sponsorship investments.

Citation

Tripodi, J.A. (2001), "Sponsorship - A Confirmed Weapon in the Promotional Armoury", International Journal of Sports Marketing and Sponsorship, Vol. 3 No. 1, pp. 82-103. https://doi.org/10.1108/IJSMS-03-01-2001-B007