AIM

To provide a broad overview and understanding of the sport sponsorship sector, its origins, core aspects and examples of best practice in successful activation of sponsorship properties. This is a sponsorship crash course.

Much of the content below is written from the perspective of the brand sponsor as it’s the quickest way to gaining an understanding of how and why sponsorship works and makes it easy to see what is expected of a rights holder so that they can get maximum value for the sponsorship asset that they own.