ABSTRACT
This chapter focuses on the concept of sponsorship by private organisations in festival management and marketing. It discusses, from a strategic marketing perspective, the concept of festival sponsorship, sponsorship benefits for both festival organisers and sponsors, types of sponsorships and the process of festival sponsorship arrangements. The chapter presents a case study investigating the sponsorship arrangements of the Izmir Culture and Art Foundation (ICAF), which has been organising the International Izmir Festival and the Izmir European Jazz Festival for more than 20 years. From a marketing perspective, sponsorship is a monetary and/or non-monetary contribution by organisations to an activity in exchange for access to potential target markets associated with the activity. The Izmir Foundation for Culture, Arts and Education (IKSEV) was established in 1985 in Izmir, the third biggest city of Turkey. As a non-profit organisation, the aim of IKSEV is to support, develop, research and protect culture and arts.
