ABSTRACT
There have been significant challenges for the development of effective event marketing analysis, planning, implementation and control methods. This chapter will attempt to highlight the crucial and changing role of the sponsor in modern events, where connection is made between the development of the relevance of the media to modern events, the scope for communication of sponsorship messages to specific audiences and the significant cost recovery potential to event managers. In addition to the advantages of sponsorship to events, some of the main challenges facing this important activity will be explored.
