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- Title
Technology enabled sponsorship strategies.
- Authors
Ritchie, Claire
- Abstract
Sponsorship presents technology companies with a powerful opportunity not available to most other brands or categories . It does not matter whether the company sells to businesses or to consumers, technology enabled sponsorships allow technology businesses to showcase propositions that make a difference to the property. Technology can help the property operate more effectively or perform better. It can also be used to bring the experience so much closer to fans and audiences. By identifying and working with the right property, technology companies can significantly improve their own business performance by showcasing their offerings and solutions in a relevant and engaging context. This paper explores examples of best practice in technology enabled sponsorships and identifies some key criteria essential to making such partnerships a success for both parties. It references case studies from brands and properties such as IBM and Wimbledon, Avaya and the 2010 Winter Olympics, Cisco and London 2012, Mitel and the PGA European Tour 2010 and Ryder Cup, Platform Computing and Red Bull Racing, and CSC and Virgin Racing.
- Subjects
CORPORATE sponsorship; TECHNOLOGY; INTEGRATED marketing; BUSINESS enterprises; BEST practices; OLYMPIC Games
- Publication
Journal of Sponsorship, 2011, Vol 4, Issue 2, p105
- ISSN
1754-1360
- Publication type
Article