This introduction to Events Sponsorship provides students with an essential understanding of the important role of sponsorship in a event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee.

The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what is sponsorship, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured and also considers...