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Chapter 4: Sponsorship and Cause-Related Event Marketing
Chapter 4
Sponsorship and Cause-Related Event Marketing
“I get to choose whom to sponsor, and I like to give to the areas that I know something about.”
Gordon Getty, billionaire philanthropist (Born 1934)
When you have completed this chapter, you will be able to
- Comprehend the strategic nature of commercial sponsorship within event marketing and its overall income-generation strategy for event properties and their sponsors,
- Carefully and strategically integrate commercial sponsorship within the event marketing mix and understand its important and critical role,
- Establish effective practices for managing sponsorships to promote retention,
- Overcome the objections of commercial sponsors,
- Measure and evaluate commercial sponsorship benefits and features, and
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