ABSTRACT
However, a number of key factors should be considered prior to taking the decision to proceed with sponsorship arrangements:
° What relevance does the particular sponsorship arrangement have in terms of the match between the two organizations and the potential target audience? For example it is clear that when Carling Black Label sponsor sports events it will bring in additional sales of both drinks and cigarettes, both during and after the event, as sport effectively is linked to both of these habits.
