ABSTRACT
Today the business of sponsorship changes from display and exposure of brand messages to something much more interesting and engaging. It is about having great ideas that produces great content. Sponsorship is about the content that ultimately attracts audiences, consumers, customers, clients, supporters and fans and that help to change perceptions as well as influence purchasing behavior. The business of sponsorship does three things extremely well: creating a powerful and compelling narrative that brings the world of the property and the world of the brand together, moving away from one-off campaigns to the creation of continuous and real-time narratives. Sports sponsorship is one of the most effective global brand marketing, communication and sales platforms. Other types of sponsorship are personality and endorsement, arts and culture, broadcast, associations and professional bodies, environmental, education and corporate social responsibility (CSR) sponsorship. The business of sponsorship has moved from its early beginnings to something that is predominately sport-and entertainment-driven.
