Abstract
Sponsorship represents a rapidly growing aspect of marketing communications. Sponsorships involve investments in events or causes for the purpose of achieving various corporate objectives, especially ones involving increased brand awareness, enhanced brand image, and heightened sales volume. The past 25 years have seen the emergence of sponsorship as a commercially driven corporate communication medium. Sponsorship in the 1960s and 1970s was not generally regarded in strictly commercial terms. In many corporations, sponsorship frequently overlapped with corporate donations and a donations mentality pervaded the thinking of both recipients and sponsors. However, today sponsorship is intended to achieve corporate or marketing objectives on behalf of sponsors.
