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Timmy Timmy
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6 years ago
What separates cultural event sponsorships from sports and entertainment event sponsorships?
Textbook 
Canadian Advertising in Action

Canadian Advertising in Action


Edition: 11th
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Tuckwell, Canadian Advertising in Action, 11e

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6 years ago
What separates these events is the audience size. Depending on the sponsor, this can be an advantage or disadvantage. A company such as Molson prefers the mass-audience reach of a sporting event whereas Mercedes-Benz or BMW may prefer to reach a more selective and upscale audience through an arts event. Perhaps only 2500 people attend a particular cultural event, but those people most likely fit the demographic and psychographic profile of the target market.
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