B2B sponsorship: Is it worth the investment?

Danielle Howe looks at what goes into a successful sponsorship programme and whether it's worth the cost

The word ‘sponsorship’ often conjures up images of the world’s biggest B2C brands at the world’s biggest sporting events. The current Rugby World Cup is evidence of this; the likes of Coca Cola, Land Rover and Heineken are each paying millions for a slice of the action. However, there is no reason why B2B brands should miss out on the fun.