motivator

To encourage existing customers to buy more

McDonalds give away discount vouchers at events they sponsor.

For public relations benefits

Mars sponsorship of marathon runs.

Product development

Design of the hydraulic roof over open air Arts Centre sponsored by an engineering firm.

To target a specific market

Proctor & Gamble’s deals to reach mothers of young babies.

To encourage staff involvement

IBM sponsors by seconding trainees to organizations.

As an aid to motivation of senior managers

Through sponsorship of a Ballet Theatre, each regional manager gets the opportunity to make a presentation at the performance in their area.

As an aid to recruiting staff

The existence of a company’s sponsorship programme has been a deciding factor for some new recruits faced with choosing a company to work with.

The ‘Feel Good’ factor

Ronald McDonald’s ‘Half Way Houses’ for the parents of sick children.

To change the image of a product

By sponsoring an Arts Festival an alcoholic drink underwent a revolutionary change of image from ‘blue collar’ to ‘sophisticated’.

To reinforce image of a product or company

VAG’s sponsorship of road safety schemes underlines Volkswagen’s safe, reliable image.

To launch a new product

Cadbury’s launched chocolate bars with a childcare charity logo on the pack.

To overcome bad publicity

Nuclear power companies are often major sponsors in the their area.

To ‘keep up with the rivals’

Major supermarkets often contribute exactly the same amount of money to the same project as their competitors.

As a personal whim or preference

Save the Children Fund secured Unilever’s sponsorship of a fundraising Messiah concert because choral singing was a particular passion of the key decision maker.

As a method of wooing new customers

The influential ‘DEC 500’ book of top companies is created by Digital as a way of reaching potential new customers of computer systems.

As a method of influencing key decision makers

A company sponsored a dinner for the Pope on his visit to Mexico to gain access to two members of the key legislators who had been invited to the dinner.

A feeling of civic pride

Pavement rubbish bins or parts of the motorway are often sponsored by the shops and businesses of a particular town.

As an ‘in memoriam’

Park benches or hospital wards are popular.

As a sales promotion

Supermarket sponsorship of local schools through vouchers for computers.

As a method of saying ‘thank you’

Guests of IBM at their sponsored concerts by English Camerata receive a compilation CD with the message ‘A gift from IBM’ on the sleeve.

For the prestigious association with an event or organization

Sponsors of Henley, Wimbledon, 4^th July parade, etc.

To test a new market or product

VinVoice tested by IBM with disability group.

For hospitality opportunities

Use of the dinosaur hall at The UK’s Natural History Museum.