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Table of contents
How companies decide what to sponsor 15
Working with sponsorship agencies 33
achieved advertising arts sponsorship associated attendees audience auto racing awareness beach volleyball brand budget Category exclusivity cause marketing Chiquita client entertainment Coca-Cola commercial commission companies sponsor company's competition competitors consumer sales cosponsors cost coupon coverage cross-promotions customers Digital's donation drive sales Eastman Kodak evaluated event marketing example festival impact in-store Keebler Kraft General Foods lEG Sponsorship Report lifestyle linking a company Listerine Lloyds Lloyds Bank MasterCard measured media media buy merchandise objectives offer official sponsor Olympic Games opportunities percent potential Prince's Trust pro-am spots product display Promotional strategy linking proof-of-purchase property's purchase race radio respondents Results retailer participation Safeway sales promotion sell sponsorship showcase signage sponsees sponsor lD sponsored property sponsorship agencies sponsorship fee sponsorship package sponsorship programs Sponsorship provides Sponsorship spending Sports marketing survey sweepstakes target ticket discount title sponsor tracking trade traditional media TV broadcast Visa visibility Winston Cup Wrangler