From Successful Marketing Communications: A Practical Guide to Planning and Implementation

Sponsorship as a promotional tool

Sponsorship can be a very effective tool, if used properly and as part of an integrated plan of action. It really is one of the tools that benefits most from being used in conjunction with others. In this unit we will concentrate on two main types of sponsorship:

  1. programme sponsorship, as dealt with by the Independent Television Commission (ITC) and by the Radio Authority (RA);

  2. sport/art/other event sponsorship.

Programme sponsorship

The ITC is responsible for overseeing the sponsorship of television programmes, and the Radio Authority mirrors this function for radio transmissions. It is vital that this type of sponsorship is tightly controlled.


The ITC Code has two key principles.

  1. To ensure that programmes are not distorted for commercial purposes. A sponsor must not influence the content or scheduling of a programme in such a way as to affect the editorial independence and responsibility of the broadcaster.

  2. To maintain a distinction between advertising and sponsor credits. This is to ensure that credits are not used to extend the time allowed for advertising.


Products & Services
Promotional Product Services
Promotional products are giveaways and advertising supplies used to promote a brand, logo, company or new product. Promotion services providers design and produce the promotional products.
Advertising and Marketing Services
Advertising and marketing services evaluate client requirements, develop promotional strategies, implement plans for product branding, and manage advertising campaigns.
Video Cameras
Video cameras record live-action scenes that are available for viewing via a stored or transmitted video feed. This allows the user to create a permanent and detailed chronicle of events. Video cameras record dozens of pictures (or frames) a second that when viewed in succession, clearly distinguish the translation of an object or person over time.
Trade Show, Conference, and Exhibition Support Services
Trade show support, conference support and exhibition support services design trade show booths, product exhibits, and supporting marketing materials. They also register companies for events, perform setup and teardown activities, and manage logistics.
Distress Radiobeacons

Distress radiobeacons, also known as emergency beacons, PLBs, ELTs, or EPIRBs, are devices that transmit the location of boats, aircraft, and people in an emergency. The signal is forwarded via a dedicated satellite to a control center that mobilizes a rescue response.

Topics of Interest

Merchandising This refers to the way in which, in total, a product is offered for sale. It covers everything from the packaging of the product (in terms of its outer packaging), to the way it is...

Strategic process In terms of the event planning process sponsorship canbe an important factor in ensuring that the event is feasible and so consideration of potentialsponsors can begin as early as...

Learning objectives After studying this chapter, you should be ableto: understand the importance of the role that sponsorship plays in the sports events industry. identify the objectives that...

Sports event sponsorship programmes There are two fundamental approaches when it comes torecruiting sponsors. Firstly, there is what can be described as off-the-shelf. This approach iscommon within...

David Clutterbuck In this chapter, I extract a number of themes from the case studies and, where appropriate, offer further observation upon them. The cases represent a wide variety of applications...

Product Announcements
Aero Rubber Company, Inc.
International Society of Automation (ISA)
American Welding Society (AWS)