The results of the campaign made marketing history. Perhaps more than any other form of strategic alliance, event sponsorship holds something for everyone. Take the case of the Tanqueray Gin AIDS Rides. Paul to Chicago, and in Washington, D.C., and Texas.
Sponsorships are particularly well suited to a variety of corporate goals.
Marketing goals can be met by designing an event to appeal to a target market. Retailers can be brought in to stimulate sales and traffic at the retail level. Community affairs goals can be met by designing an event that responds to needs in the community and includes the community in its implementation. Employee relations needs can be met by building in employee participation. Events can build pride and provide perks for employees.