ABSTRACT
Many texts culminate with a final chapter on contemporary issues and elaborate on future issues for their subject focus.The intention for this chapter is more than that. Whilst a number of key issues for the development of sponsorship are identified here, issues that are indeed of future importance, they are used to collectively demonstrate the key message for this text, that sponsorship has got to proactively demonstrate its value. Essentially this comes down to a clear demonstration of return on investment.
