Sponsorship Comparison

Sponsorship Comparison

‘Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.’
Masterman, Guy (2007) Sponsorship For a Return on Investment, London: Elsevier

The majority of sponsors identified for both events are corporate sponsors.

It is evident that both events have a substantial amount of sponsors, as previously mentioned it is common for large events to sustain several sponsors. However, with both events there are some sponsors that are hard to relate relevantly to event itself. For example; Renault Retail Group being a sponsor of Crufts 2013 proves little relevance as to what connection the company has with the event, as with Lavazza Italian Coffee and London Fashion Week 2013, again it proves little relevance to the purpose of the fashion
event.

However, it is evident how sponsorship is beneficial to both parties involved in the agreement as it is "an investment, in cash or kind, in an activity in return for access to the exploitable commercial potential associated with this activity."

For the sponsors, it provides opportunity for competitive advantage, awareness, image building and developing and maintaining relationships. The IOC developed reasons as to why companies sponsor; driving revenue, demonstrating altruism, enhancing international relations, and so on. Meenaghan (1991) introduced The Stages Sponsorship Goals and Participation, relating to money donation, return on investment and having control over activities.