Sponsorship has evolved greatly in the last 10 years - both in terms of the size and scale of the industry, and also in terms of the ways it can fulfil business objectives.

For a long period, sponsorship was looked at as simply 'badgeing' and corporate hospitality, but such a simplistic definition is not representative of what is now a sophisticated and engaging marketing tool. Sponsorship, implemented effectively is one of the most creative and engaging marketing opportunities available to brands that can struggle for identity and loyalty in a fickle and hard to reach consumer marketplace.

The literal accepted definition of sponsorship is as follows:

'Sponsorship is a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return for rights and association that may be used for commercial advantage in return for sponsorship investment'

At Think!Sponsorship, we are committed to helping those organisation either looking to enter the sponsorship marketplace, or already in the market to develop sponsorship best practice.

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