Why Do It

The question your senior executives always ask

1. Creates competitive advantage.

2. Allows you to cut through media complexity. Sponsorship provides the means to reach consumers in an environment of their choice.

3. Gives trade and retail a reason to support your product, particularly when tailor-mades can be created.

4. Offers a physical demonstration of corporate values. This is especially important when product and price differentials are small.

5. Provides a meaningful mechanism to building customer relations - which advertising in isolation cannot do.

6. Adds brand value through the equity and imagery of an event to enhance brand health, which in turn builds loyalty and trust.

7. Enhances shareholder value. PricewaterhouseCoopers has studies which show measurable growth in share value directly linked to the announcement of major sponsorship programs.

8. Provides a platform for integrated communications.

9. Generates new distribution and sales channels.

10. Motivates and mobilizes staff, and provides a reason to participate and activate.

Sally Hancock
Chief Executive
Redmandarin