Event Sponsorship

Event Sponsorship

by Ian McDonnell, Malcolm Moir

Paperback(New Edition)

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Product Details

ISBN-13: 9780415533881
Publisher: Taylor & Francis
Publication date: 12/05/2013
Edition description: New Edition
Pages: 160
Product dimensions: 6.75(w) x 9.75(h) x 0.40(d)

About the Author

Ian McDonnell is a Senior Lecturer at University of Technology, Sydney. Ian's research interests lie in the areas of international tourism marketing; tour guides; tourism precincts; cultural tourism; and special event sponsorship. He is a co-author of the best selling 'Festival and Special Event Management' text book, translated into four languages and now in its fifth edition.

Malcolm Moir is Head of External Relations and Philanthropy at Sydney Festival. He has worked in the arts and events area since 1981 and held positions ranging from Box Office Co-ordinator to General Manager. Sponsorship, commercial development, government funding and philanthropy are his areas of speciality. He has worked for organisations including Opera Australia, Sydney Opera House, Opera New Zealand, Sydney Organising Committee for the Olympic Games, Powerhouse Museum , Sydney Festival as well as many contract sponsorship assignments.

Table of Contents

1.What is Sponsorship? 2. Sponsorship as a Marketing Medium 3.Sponsorship Benefits 4. Matching Sponsors and Sponsee 5. Integrated Marketing Communications 6. The Sponsorship Proposal 7. Managing the Sponsorship 8. Measuring ROI (return on investment) 9. Alternatives to Sponsorship 10. Trends in Sponsorship 11. Conclusion

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