Sponsorships are largely viewed as vehicles to accomplish an assortment of marketing goals by creating connections with consumers. Sure, that can increase brand affinity and loyalty, but what about tapping into sponsorship assets to support business development efforts too? It makes a lot of sense, because the objectives in connecting with commercial customers are largely the same as connecting with consumers, albeit…

The most high-profile and visible part of a sponsorship program is branding, whether it’s signage at an event or a logo on a team uniform. Branding (and the awareness that comes with it) is one of the easiest sponsorship benefits to execute – and to quantify. But should the success of a sponsorship program be based on brand awareness? Should…