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Anne Gregory

Exercises

    1. Discuss the following questions.

  1. In what way is the modern definition of the term ‘sponsorship’ different from its original one?

  2. What according to the author of the text was the ‘fresh approach’ of Sir Thomas Lipton in his patronage of ocean racing?

  3. What is the role of sponsorship in today’s business world? At which levels does it work?

  4. What does the author of the text describe as the prerequisite for success?

  5. Do you agree that every member of staff within a sponsoring organization needs to relate to the investment? Give you reasons.

  6. How can a company know that its sponsorship activity has been a success?

  7. What are the guidelines for a successful sponsor according to the text?

  8. Can you give any examples of successful sponsorship deals? Which factors lead to success?

  9. What are the ‘don’ts’ in sponsorship activity according to the author of the text?

  10. Can you give any examples of sponsorships that didn’t work out? Try to explain the reasons of their failure.

  11. How do you understand the term ‘the sponsorship package’?

  12. Why did the bowling tournament sponsorship turn out to be a success story?

  13. Which items did the author include in the sponsorship package checklist?

  14. In which way is the PR agencies view of sponsorship different from that of advertising agencies?

  15. What is the role of PR agencies in helping the client get the best from its sponsorship activity?