Sponsorship is becoming increasingly used as part of the marketing communications mix. Drawing on current literature and a recent survey of the top 200 UK companies, this article examines the role of sponsorship and some of the reasons which underlie company involvement. It reveals the popularity of particular sports and the importance attached to perceived benefits of sponsorship, which is no longer simply regarded as an altruistic activity. The article highlights the limited evaluation of sports sponsorship and the central role of marketing departments in sponsorship activity.
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Marshall et al. (1992) studied this question.
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