It can be also called a long-term investment, which has a high chance of giving big returns. The act of sponsorship is mutually beneficial to both the sponsor as well as the event organizers for whom it is sponsoring. The aim of sponsorship is to create an emotional bond with the consumers and the product. Changing lifestyle and changed social priorities have pushed sponsors to sponsor more for services with which the consumer can relate on more personal levels or sponsor events which are close to the person as an individual like a sports activity. Sponsorship communicates the message of the company in a different, new and less commercial form. (Rentschler, 1999) In the present age, sponsorship constitutes a wide array of activities related to communication process that uses sport and lifestyle events to disseminate the message to the target audience. Due to the growing technological breakthrough apart from getting access to the national sports channel almost, all the countries in the world can watch the sports channel of other countries only with a minimal amount of fee. This situation creates a wonderful opportunity for sponsors to intelligently select regions of a particular country or a city in which they might promote their products or services. Sport Sponsorship: an Alternative And Global Way of Communication.
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