Read more on sponsorship in the article posted by Mike Bloxham.

The right sponsorship allows brands to leverage media properties, achieving a plethora of communications objectives through an inter-disciplinary program of activities that emanate from a credible association with the right vehicles. A properly leveraged sponsorship program would include above the line advertising, direct marketing, PR, hospitality, investor relations, etc. The core sponsorship vehicle would ideally have been chosen for its ability to provide these opportunities. Sadly, with some exceptions, this still is not the norm.

There are many reasons why this is the case - some of the biggest are related to silos within the marketing function on both the client and supply side - but the reasons why it’s worth overcoming them are compelling. Fundamentally, it comes back to the sponsoring brand’s desire to build relationships of substance with their consumers. By sponsoring the right vehicle, the brand buys into a pre-existing relationship of choice between the consumer and the sponsored party or activity. Very often there is real passion in this relationship and, if respectful, a sponsor can earn a place at the table and a right to participate in a dialogue.