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The Corporate Sponsorship Toolkit
"This comprehensive manual for corporate sponsorship will guide readers through the mindset, strategies and tactics to develop amazing, best-practice sponsorships that add value to people's event experiences and nurture their connection with those target markets, building preference, loyalty and advocacy for real impact on the bottom line."--Publisher's website.
The Trojan Horse
The Trojan Horse traces the growth of commercial sponsorship in the public sphere since the 1960s, its growing importance for the arts since 1980 and its spread into areas such as education and health. The authors' central argument is that the image of sponsorship as corporate benevolence has served to routinize and legitimate the presence of commerce within the public sector. The central metaphor is of such sponsorship as a Trojan Horse helping to facilitate the hollowing out of the public sector by private agencies and private finance. The authors place the study in the context of the more general colonization of the state by private capital and the challenge posed to the dominance of neo-...
Sponsorship in Marketing
Sponsorship of sports, arts or events can be a powerful form of marketing communication for businesses and organizations. This book introduces the fundamentals of sponsorship-linked marketing, helping the reader to understand how sponsorship can be planned, executed and measured. Drawing on original research, and exploring key theory, best practice and cutting-edge issues, this is also the only book to fully explain how the sponsor can implement successful sponsorship campaigns and achieve their communication objectives. The book covers every important conceptual and functional area of sponsorship in marketing communications, including: audiences, strategies and objectives leveraging and act...
Sponsorship
This Book is a Collection of Essays and Interviews with Various Artists, Curators, and Writers Originally Published in 2003 on the Topic of Corporate Sponsorship and Fine Art. The Book Looks at How Corporate Over-sponsorship and Pseudo-Patronage of the Arts Have Achieved Inappropriate Levels in Which Companies that Want to Appear to be Down with a Certain Demographic Have Attempted to CO-OPT an Honest, Organic, and Real Culture with a Commercial One. In These Essays and Interviews, McGinness and His Peers Examine What it Means to Produce Limited-Edition Products Such As T-Shirts, Books, Skateboards, Prints, Figurines, Etc. As Well As What it Means for Artists to Work With Corporations. Book jacket.
How to Win Corporate Sponsorship
Finding corporate sponsorship is tough. You are competing against many others for scarce dollars. And corporate sponsors are expecting a commercial return on their investment.You need expert guidance to succeed in this fiercely competitive field.This helpful, step-by-step guide explains in detail how you can win sponsors with a customized, practical approach that achieves great results!Looking for proven, creative ways to find more funding for your organization or activity? Support from a corporate sponsor can make your cause or proposed activity financially viable.This book, "How to Win Corporate Sponsorship," guides you on the most successful ways to secure support - in one convenient reso...
The Sponsorship Handbook
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship." —Luis Vicente, Head of Partnerships, Manchester City Football Club "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands." —Faisal Al-Dail, Saudi Post
