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Sponsorship – Legitimising the Medium

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 November 1991



An introduction to sponsorships as a marketing communication is given. The factors underlying the growth of sponsorship are summarised and the changes currently taking place are outlined: the new type of sponsor; the changing patterns of sponsorship expenditure; the better range and quality of support services; the development of a global perspective. The future prospects are summarised. The nature of sponsorship is shown to be a versatile medium, fulfilling many of the basic functions performed by other elements of the marketing communications mix, although it may be perceived both by sponsors and recipients as not being a wholly legitimate process.



Meenaghan, T. (1991), "Sponsorship – Legitimising the Medium", European Journal of Marketing, Vol. 25 No. 11, pp. 5-10.




Copyright © 1991, MCB UP Limited

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