Abstract:

The appropriate way of utilising sponsorship is therefore to consider it as one of the available communication tools, with its own characteristics and peculiarities, to be used alone or in conjunction with other communication elements like advertising, but always within a global communication strategy. The Cinzano sponsorship of Azzurra, inserted as it was in a global image and communication strategy aimed to relaunch the company and its brands, is in my opinion a very good example of such a proper usage.