Sponsorship as a marketing tool is developing and growing quicker than any other marketing discipline. Increased media opportunities, in particular the Internet and Digital TV and sponsorship's unique ability to transcend borders and cultures have greatly increased its standing. The Internet and the development of WAP phone technology will enable the vital link between desire and purchase among customers to be considerably strengthened. The new technology will also improve the ability to accurately measure the results of sponsorship in terms of increased sales.
Currie, N. (2000), "Maximising Sport Sponsorship Investments: A Perspective on New and Existing Opportunities", International Journal of Sports Marketing and Sponsorship, Vol. 2 No. 2, pp. 70-77. https://doi.org/10.1108/IJSMS-02-02-2000-B007
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