A. Sponsorship has been the fastest-growing form of marketing for the past decade, outpacing the growth of measured media and sales promotion each year. However, the demand of corporations for a new and better way of communicating with their key audiences has benefitted every type of sponsorship. Although the recipient of sponsorship may be nonprofit, sponsorship should not be confused with philanthropy. Philanthropy is support of a cause without any commercial incentive.
Sponsorship is undertaken for the purpose of achieving commercial objectives.
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