Date of Award
2-15-2010
Document Type
Research Paper
Department
Whittier Scholars Program
First Advisor
David Crain
Abstract
This paper discusses event sponsorships in the 21st century and then applies this understanding to the practice of marketing events to potential sponsors. A sponsor contributes money, porducts or services in exchange for the opportunity to boost its image, products or serves in connection with an event, individual, team or venue. Most companies' motivations behind sponsoring events are to 1) increase brand awareness and 2) strengthen or change brand image. However they often don't understand the best ways to achieve these objectives. We compare the past and present strategies and discuss the best way to utilize an event sponsorship. We then apply our knowledge on sponsorships to explore the best ways to entice sponsors by building an event sponsorship package.
Recommended Citation
Bruce, S. (2010). Event Sponsorships in the 21st Century: With Application to Whittier College's World Eats & Beats International Festival. Retrieved from https://poetcommons.whittier.edu/scholars/134
Appendix A
Comments
WSP Major: Event Marketing