ABSTRACT
Sponsorship is not a new marketing communication tool, but has become much more popular over the last two decades. But, as the size of sponsorship deals has grown and their strategic importance for marketing communications increased, it has become more urgent for marketers to deliver value from these investments. This chapter explores some of the issues companies commonly encounter when engaging in a sponsorship relationship. It describes the sponsorship relationship between Shell and Ferrari. The chapter demonstrates how improved sponsorship management, alongside an initiative to take tighter control globally, can deliver measurable business value. Then the chapter illustrates the basis for best practice in managing sponsorship programmes. Marketers must consider the impact on the brands for which they are stewards between being associated with a ‘winner’ versus a poor performer and be prepared to adapt their communications accordingly.
