Sponsorship's versatility is key to its continuing success
 

The European Sponsorship Association’s flagship conference, Future Sponsorship, held in Brussels last week (20th-21st November), highlighted the pivotal role sponsorship plays in connecting all the elements of marketing within a cohesive business strategy.

Karen Earl, Chairman of the European Sponsorship Association (ESA), addressing the 200-strong delegates at the close of the conference, emphasised the versatility of sponsorship as a multi-faceted marketing tool operating on many levels to engage the customer, employee and public. “Sponsorship can perform many marketing functions and is also a very effective way of tackling today’s important issues such as Corporate Responsibility (CR), social education and sustainability" she said. "This is borne out with year on year growth in the sponsorship sector”. The conference, which attracted delegates from more than fifteen countries, covered topics such as the impact of the digital sector and the implications of the current economic climate. Karen Earl said that the sponsorship industry, like every other industry, is bound to feel the effects of the   economic downturn. She believed however, that there was a general feeling of optimism owing to the growing sophistication of the industry, which enables it to play a real role in achieving business objectives. A highlight of the conference was the ESA European Sponsorship Awards ceremony, which recognised sponsorship campaigns conducted nationally and internationally across Europe. Influence Castrol BP scooped the prestigious International Award for its sponsorship of UEFA EURO 2008™. iShares Cup won the Business to Business category, Turkcell: Snowdrops the Business to Community category, Etihad Airways the Business to Consumer category and G4S 4teen the Business to Employee category. Karen Earl concluded that sponsorship is in an excellent position to continue its growth and influence, both at a business and consumer level.