ABSTRACT
The process of selection and identification of a sponsorship property type is down to the brand-marketing, commercial and communication objectives of the brand owner or potential sponsor. The sponsorship strategy includes the overall objective of the sponsorship portfolio; the desired audience and customer segments; the segmentation of those groups in terms of attitudes, values, beliefs, perceptions, behaviours and the touch points at which sponsorship influence the consumer journey in terms of awareness, consideration, purchase and loyalty. A sponsorship stakeholder team was created to help look at activating the sponsorship platform. The team was coached on how to leverage the property creatively by pooling resources and using the sponsorship platform as a catalyst for all marketing. Successful sponsorship is dependent on a sponsorship policy and strategy, and it is unusual to find a sponsor that prepares to select a property where there is a congruence between sponsorship and the property that did not exist.
