8. Developing a sponsorship program
• Analyze the current situation
• Define the sponsorship objectives
• Agree the strategy
• Develop the tactics
• Define the target audience
• Consider what resources are needed to make
the sponsorship a success
9. Why sponsorship?
• Enhancing Image/Shaping Consumer Attitudes
• Driving Sales
• Creating positive publicity/heightening
visibility
• Differentiating from competitors
• Helping with good "Corporate Citizen" role
• Enhancing business, consumer and VIP
relations