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  #   008-060 - Sponsorship

     [![](https://www.essbiztools.com/images/com_hikashop/upload/library-papers.jpg)](https://www.essbiztools.com/images/com_hikashop/upload/library-papers.jpg)

  Many small/medium enterprises are involved in sponsorship of sporting, charitable and community groups. Sponsorship should be viewed as being a business investment from which a meaningful return should be obtained for the business. This paper analyses sponsorship from the small/medium enterprise po ...[Read more](#hikashop_show_tabular_description)

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 Many small/medium enterprises are involved in sponsorship of sporting, charitable and community groups. Sponsorship should be viewed as being a business investment from which a meaningful return should be obtained for the business.

This paper analyses sponsorship from the small/medium enterprise point of view under the following headings:

- Sponsorship Differentiates The Business
- Sponsorship Is Part Of Marketing
- Should Improve Business Value
- Target Market
- Why Sponsor?
- Sponsorship Opportunities
- Types Of Sponsorship
- Sponsorship Exposure
- Alternatives To Cash
- Sponsorship Involvement
- Pitfalls
- Sponsorship Business Plan
- Ambush Marketing
- Evaluation Of A Sponsorship Proposal
- Written Agreement
- Sponsorship Evaluation
- Visitor Monitoring
- Ongoing Evaluation

and includes a Sponsorship Evaluation Checklist and a Visitors Monitoring Form.