Sponsorship: For a Return on Investment

Sponsorship is both a critical marketing communications tool for corporate sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and often more successfully than any other communications tool to achieve competitive advantage. Events depend on sponsorship just to exist.bSponsorship: For a Return on Investment/b builds a conceptual framework for the development, planning, implementation and evaluation of sponsorship strategies for both sponsors and rights owners in the sports and leisure industries. The focus will be from two perspectives. Firstly, on the importance to rights owners of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. Secondly, to provide sponsors with a better understanding of how public and private sponsorship opportunities can be used for successful integrated marketing communications.bSponsorship: For a Return on Investment/b is consistent with final year undergraduate and graduate levels in higher education with the use of learning objectives, case studies, self-review questions and academic reference and underpinning. It will also appeal to industry practitioners with a critical approach to best-industry practice and performance. The text appeals to an international market by highlighting global market conditions and differences in strategic approach, and it includes international case studies throughout, particularly focusing on the UK/Europe, Australasia and the U.S.