Sponsorship is not only a valuable component of any marketing strategy but very often, if leveraged effectively, it provides brands with the opportunity to connect with their consumers in a way that traditional media are unable to do. Sponsorship offers brands a number of different options, which are determined by the fit between the sponsorship property and the brand, the budget and the brand’s strategy and objectives. For example, a brand can sponsor the broadcast of a particular sporting code on television, a sports team, an event, or an individual who can act as a brand ambassador. According to Neil Jankelowitz, joint managing director of MSC Sports, the best way to get optimal value from a sponsorship is for the brand to have clear, focused and measurable objectives from the outset for each separate sponsorship campaign. There needs to be buy-in at a senior executive level to get the maximum support for the campaign. Jankelowitz says there are a number of things to consider bef...

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