A sponsorship broker is an individual, or agency, that procures
sponsorship
Sponsoring something (or someone) is the act of supporting an event, activity, person, or organization financially or through the provision of products or services. The individual or group that provides the support, similar to a benefactor, is k ...
funding for properties (defined as an outlet with a captive audience that provides for a positive experience).
[Event Sponsorship (The Wiley Event Management Series) (Hardcover) by Bruce E. Skinner (Author), Vladimir Rukavina (Author)] Sponsorship brokers tend to specialize to particular niches within the sponsorship-marketing field.
A typical sponsorship could be, for example, an arrangement to exchange advertising for the responsibility of providing funding for a popular event or entity. For example, a
corporate
A corporation is an organization—usually a group of people or a company—authorized by the state to act as a single entity (a legal entity recognized by private and public law "born out of statute"; a legal person in legal context) and re ...
entity may provide equipment for a famous band in exchange for
brand recognition
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...
. The sponsor earns popularity this way while the sponsored can earn a lot of money and/or receive free music equipment. This type of sponsorship is prominent in the sports, arts, media and charity sectors.
See also
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Donation
A donation is a gift for charity, humanitarian aid, or to benefit a cause. A donation may take various forms, including money, alms, services, or goods such as clothing, toys, food, or vehicles. A donation may satisfy medical needs such as blo ...
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Cause marketing
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.
A similar phrase, cau ...
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Ambush marketing
Ambush marketing or ambush advertising is a marketing strategy in which an advertiser " ambushes" an event to compete for exposure against other advertisers.
The term was coined by marketing strategist Jerry Welsh, while he was working as the m ...
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Sports marketing
Sports marketing as a concept has established itself as a branch of marketing over the past few decades, however, a generally accepted definition does not exist.
Academicians Kaser and Oelkers (2005, p. 9) define sports marketing as 'using spor ...
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Sustaining program
A sustaining program is a radio or television program that, despite airing on a commercial broadcast station, does not have commercial sponsorship or advertising. This term, mostly used in the United States, was common in the early days of radio, b ...
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European Sponsorship Association {{Use dmy dates, date=April 2022
The European Sponsorship Association (ESA) represents those involved in sponsorship across Europe.
History
The European Sponsorship Association was formed in October 2003 by the merger of two bodies, the European S ...
References
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Sponsorships