oa Journal of Marketing - The changing face of sponsorship



Anyone with a television set and an inclination toward national morale will remember how Benson & Hedges and Cricket went everywhere together, hand-in-hand like inseparable friends for a good five years. The attraction for sport Sponsorship is obvious - outperforming and doubling Ad Spend over the past 25 years, Sponsorship is a package deal that is hard to say 'no' to.


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