ABSTRACT
After briefly discussing the stages of sponsorship evolution, it is easy to see how some countries, regions and industries are in different stages and in turn how this influences strategies and objectives. Five broad audience categories, including consumers or customers, channel members, institutions (e.g., financial, non-profit), government and community leaders, employees and future employees, are considered. The way in which sponsorship has moved up the strategic planning process is discussed, and a case is made that sponsoring should no longer be a tactical decision. Typical sponsor goals and objectives are listed, but more sophisticated goals and objectives are also discussed.
