Neill Duffy, Jo Hooper
ISBN: 0-470-85052-3
Cloth
264 pages
July 2003

Sponsorship marketing is defined as the association of a brand with a marketing asset, e.g.: a sports event, and the leverage of that association in order to positively impact on brand image and/or sales. Sponsorship marketing has come of age. Over $25 billion is spent annually around the world on sponsorship each year. This massive sum is spent because, when managed and leveraged effectively, it is the most effective marketing discipline available to marketers. To date, there is no book that covers the topic of sponsorship from the perspective of marketers. Passion Branding will make and substantiate the case for sponsorship marketing as a key driver of incremental business.