ABSTRACT
This chapter focuses on the process by which sponsors select sponsorship in order to achieve their marketing communications objectives.The discussion focuses on the importance of sponsorship as an integrated corporate communications tool and in so doing considers a successful approach for both sponsors and rights owners. In the latter case a clear understanding of the objectives sought by sponsors, the process by which sponsors make selections and their requirement for sponsorship to be accountable is needed in order to target, sell and grow sponsorship.
