Sponsorship in B2B is huge and it seems like the big boys are enjoying the lion's share: IBM at Wimbledon, Canon at Euro 2004, FedEx at Formula 1, Ernst & Young at major art exhibitions.
Of course, it's not all strawberries and champagne. Used properly, sponsorship can be a fiercely effective marketing device - Ernst & Young's chairman Nick Land reported doing over £1 million worth of business on the first night of the Monet exhibition. On a reputed investment of £700,000, he proclaimed it one of the most cost-effective marketing exercises the company had ever undertaken. Here's all the information you need to know about B2B sponsorship...
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