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Seminar paper from the year 2005 in the subject Business economics - Offline Marketing and Online Marketing, grade: B (credit), , language: English, abstract: Since its beginning in the mid 60s the UK sponsorship industry has been growing rapidly as a form of marketing communications. Although only being a small part of the overall marketing spends, its growth in acceptance indicates it to be a useful tool to communicate with selected target audiences. This report looks at the history of sponsorship, the reason for its growth within marketing communications, recent trends and how to develop sponsorship activities. I also looks at reasons for sponsorship activities, advantages, disadvantages of sponsoring as well as ethical issues and performance evaluation.
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