Dean Faulkner's Blog – August 2010 Archive (3)

An increasingly common form of promotional activityeven at local and grassroots level is sponsorship.

However there are many kinds of sponsorship:

• Television and radio programme sponsorship (e.g. Cadbury’s sponsor broadcasts of Coronation Street). The increasing fragmentation of television in the UK through new digital channels is providing many more opportunities for sponsorship of this kind

• Sports…

Simply put, it's the endorsement of a product or brand by an individual, team or event. A detailed definition comes from the International Chamber of Commerce. Sponsorship is:

'any commercial agreement where a sponsor contractually provides financing or other support, in order to establish an association between the sponsor's image, brands or products, and a sponsorship property (club, event or athlete/player), in return for the rights to promote this association and/or…

Sponsorship is the fastest growing form of marketing although despite perception to the contary, it is still very much in its infancy, especially in the trade show arena. With this in mind, you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events attracting your target market.

Some trade show promotional opportunities include sponsorship of the press room, an international lounge, a…