The role of sponsorship in building brand equity is fast eroding the domain once reserved for advertising. Sponsorship is now growing
at a faster rate than advertising, and taking a larger share of marketers demand creation investments. With this prominence, sponsorship is now also getting the attention of both the regulators and the consumers, for its impact on the people and planet in which we live. Astute marketers will leverage their investment in sponsorship not only for profit and brand, but also for the benefit of their communities.
