Write an essay on sponsorship of events giving suitable examples wherever necessary.

Sponsorship is a promotional technique used by businesses, both large and small, for purely commercial reasons. It has nothing to do with philanthropy and is never a donation. It is a commercial transaction that the sponsoring organization enters into because it believes that the festival or event will offer a communication link to its target market that is more effective than or complementary to other promotional opportunities, such as advertising.As defined by Getz Sponsors are companies or individuals who provide money, services or other support to events and event organizations in return for specified benefits.

To be effective, sponsorship of any event must serve the interest of four constituent groups:

1) It must serve the business interest of the sponsoring company.

2) It must serve the best interests of the event and its participants.

3) It must have a positive impact on the sponsor’s direct consumers.

4. It must benefit the consumers ____ ________ _____ __________ ________ _________ ___ ______ _________.
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