Sponsors

One understands the support of individuals by sponsorship, a group of people, organisations or events, by an individual, an organisation or an enterprise, in the form of money, material achievements and services with the expectation to receive a consideration supporting own marketing aims.

Sponsorship is pursued by enterprise (sponsors) for the purpose of the marketing, the communication, in particular of the communication politics of the marketing. Beside the support of the receiver is a matter as an aim regularly also of drawing the attention to own enterprise. Sponsorship is used by enterprise – to the sponsors – as a marketing instrument and is a part of the public relations and the advertisement often also of the basic enterprise politics, all together at last with the aim of the sales presentation or sales promotion for products and services.
Differently than with the pure Mäzenatentum with which no direct economic benefit claim rules a row of specifically defined achievements and rights of use is offered by the sponsored party (sponsored). In demarcation for a real achievement exchange by which achievement and consideration to each other face equally a certain conveyor intention forms the basis of the sponsorship. The modern sponsorship goes out the pure presentation of company logos and company brands or the integration in the advertisement of the sponsor. The sponsorship has itself during the past years above all in the areas of sport, culture and social considerably professionalisiert.

With the concept mostly contained in the sponsorship contracts of the passive tolerance the sponsored approves of the communicative use of the project, the person, institution or group. The mutual, mostly by contract agreed relations are called in the international concept Sponsor-hip, however, the concept Sponsorship is used in the German-speaking space mostly. The image linked with the public interest (also sympathy) which is brought to the sponsored should be for the sponsor of use in marketing and communication (image transfer). The instrument of the sponsorship supports and complements other communication instruments of the enterprise (cf. moreover integrated communication), however, can act also as a base for those.

Numerous considerations make the sponsorship of sport, environment, culture, from social projects, etc. for enterprise interesting: Integration in the enterprise communication, in lobbying processes, in the advertisement, in marketing measures and PR. Further can be contained in the sponsor's contract also also reduced in price or free entries in the sponsored events for customers or employees of the sponsor. However, most importantly the contact with potential client (key people) as well as with the target group is often valued. Still it should be considered with the fact that it concerns by the sales of the services which show a Win win situation for both business partners not always sponsorship.