The world of marketing has always struggled to embrace the concept of sponsorship – and for too long the practice has been dismissed by the advertising industry. Yet nobody scrolling down Interbrand’s list of the world’s top 100 brands can fail to be struck by the huge and obvious role sponsorship plays in building brand equity.
Redmandarin’s widely acclaimed 2009 publication ‘Defining Sponsorship’ brings together the insight and thinking of over 40 contributors, including pioneers of the sponsorship industry such as Frank Craighill and Patrick Nally, the IOC’s Richard Pound, prominent brand exponents including Peter R Franklin of Coca Cola and David Wheldon of Vodafone, athletes such as surf legend Wayne Rabbit Bartholomew and Olympic snowboarder Ross Rebagliati, as well as contemporary thinkers in branding and brand communications including Kevin Roberts, Peter Wells, Mark Earls, Martin Lindstrom – all in the context of a pithy overview and analysis by Redmandarin.But times are changing and there is a need for honest reappraisal of what is unique about sponsorship.
The result is a fascinating vision of sponsorship’s pervasive role in contemporary marketing, a redefinition of what is at the heart of a marketing approach which polarises the industry. More importantly, ‘Defining Sponsorship’ attempts to lay a fresh and solid foundation for the business of sponsorship, with radical implications for both sponsors and rights-holders.
To order in hardback, please visit Amazon.