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Article: SPECIAL REPORT - SPONSORSHIP: Be a super sponsor.
- Article from:
- Marketing Week
- Article date:
- March 24, 2005
CopyrightCOPYRIGHT 2005 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Securing a suitable sponsorship property is only part of the story. To make an association work, sponsors need to ensure they exploit it widely and effectively. By David Benady
Whether it's the John Smith's backed Grand National or Coca-Cola allying its name to the World Cup football finals, brands linking up with events need to ensure they exploit the occasion to squeeze maximum value from their investment.
There is a constant search for imaginative ways to make these sponsorships stick in people's minds. Coca-Cola wrapped its bottles with pictures of England players in the run-up to the 2002 World Cup finals. Guinness hands out miniature rugby ...