... Sponsorship Introduction Sponsorship With the help of money, service or product, to support an activity, event or organization is known as sponsorship. It is a new medium of communication mix.
“The provision of assistance either financial or in kind to an activity by a commercial organization for the purpose of achieving commercial objectives” (Meenaghan, 1983).
“The provision of resources (e.g., money, people, equipment) by an organization (the sponsor) directly to an individual, authority or body (the sponsee), to enable the latter to pursue some activity in return for benefits contemplated in terms of the sponsor’ promotion strategy, and which can be expressed in terms of corporat...