Sponsorship

Date of publication: November 6, 1985

Author: Stuart Turner

Abstract:

What I propose to do is discuss a few of the key issues affecting sponsorship and then go into some detail about how we handle it in Ford, recognising that in our case the lines between sponsorship and sales promotion get rather blurred. I believe that sponsorship is an area where case studies can be enlightening - for mistakes as much as for successes.

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