1.What is Sponsorship? 2. Sponsorship as a Marketing Medium 3.Sponsorship Benefits 4. Matching Sponsors and Sponsee 5. Integrated Marketing Communications 6. The Sponsorship Proposal 7. Managing the Sponsorship 8. Measuring ROI (return on investment) 9. Alternatives to Sponsorship 10. Trends in Sponsorship 11. Conclusion
Ian McDonnell is a Senior Lecturer at University of Technology, Sydney. Ian's research interests lie in the areas of international tourism marketing; tour guides; tourism precincts; cultural tourism; and special event sponsorship. He is a co-author of the best selling 'Festival and Special Event Management' text book, translated into four languages and now in its fifth edition. Malcolm Moir is Head of External Relations and Philanthropy at Sydney Festival. He has worked in the arts and events area since 1981 and held positions ranging from Box Office Co-ordinator to General Manager. Sponsorship, commercial development, government funding and philanthropy are his areas of speciality. He has worked for organisations including Opera Australia, Sydney Opera House, Opera New Zealand, Sydney Organising Committee for the Olympic Games, Powerhouse Museum , Sydney Festival as well as many contract sponsorship assignments.
"This book is a welcome addition to the literature on sponsorship. The authors provide a comprehensive and incisive insight into the world of sponsorship exploring its origins to the role it plays in the digital age. It will provide the reader with an eclectic mix of examples which clearly demonstrate the importance, relevance and significance of sponsorship to the events and marketing industry." Claire Blanchard, Head of Marketing Tourism Events Management, University of Chester