Sponsorship : For a Return on Investment

List of figures viii List of case studies ix Acknowledgements x The Author xi Introduction 1(6) Section One: Sponsorship Explained 7(66) The emergence of sponsorship 9(17) Sponsorship defined 26(22) Sponsorship: An integrated communications tool 48(25) Section Two: Rights 73(112) Sponsorship rights 75(27) Endorsement 102(20) The media and sponsorship 122(11) Recruiting sponsors and developing sponsorship programmes 133(27) Selling sponsorship 160(25) Section Three: Successful Sponsorship 185(70) Strategic management and integration 187(19) Rights exploitation 206(16) Evaluation 222(21) Sponsorship aware! 243(12) Index 255