Sponsorship refers to a cash or in-kind fee paid by a sponsor to a property or entity (e.g. a sports, entertainment, or non-profit event or organization) in return for access to the leverageable marketing resources associated with that property/entity.[1]

See Also

MASB Sponsorship Accountability Series (Pace, Ebben, Christensen 2019-20)


  1. ^Common Language in Marketing Project Team, 2018.

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