“In a little less than 20 years, the focus of sponsorship has shifted
from the valuation of brand exposure to the sponsor’s brand activation by
focusing attention on the organisation’s relationship with the people
interested in the event”
(Alain Ferrand, Luiggino Torrigiani, Andreu Camps I Povill – ‘The
Routledge Handbook of Sports Sponsorship’ 2007.
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