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Sponsorship ensures brand familiarity

Stadiumimpact.com, juni 2008

Past month the publication of ‘Sportssponsorship in the picture’ of drs. Marjolein Doets was published.

This publication was brought under aegis of the Dutch foundation of scientific research of commercial communication (SWOCC). In this publication the writer maps the entire sponsorshiproute. The motives, pitfalls and factors of success in sportssponsorship.

From interviews and casestudies, of companies that are active for some time, Doets has formulated eight sideterms to which sportssponsorship should comply. Examples of these sideterms are; know your target, focus on and formatting goals to be able to measure effectiveness post of the sponsorship. Doets believes that in order to be really successfull in sponsoring, you should have a long term vision.

Pers // publicatie 43