ABSTRACT
Over the course of the past 30 years, sponsorship has evolved immensely both at the strategic and operational levels. Analysis of the evolution of this market trend enabled us to identify three periods. Initially, sponsorship was conceived as a communication technique with potential for integration into the communication strategy of companies. The second defined period saw companies seeking to exploit synergies between their sponsorship strategy and other variables of the marketing mix in an effort to ensure the best possible return on investment. Currently, the sponsorship trend is twofold. On the one hand, the trend consists in integrating sponsorship in the various strategies of the company; on the other hand, it is based on leveraging the brand of the sponsor with the various targets of the company. Analysis of the current trend allows us to understand the basis and dynamics of sponsorship and it enables us to better control the strategic and operational stakes.
