Although sponsorship has really taken flight over the past few decades as an important marketing communication tool, it has been in existence for much longer than you would think. We retraced the origin and history of sponsorship, and it might surprise you. In this first post, we will focus on sponsorship before the 19^th century.

Sponsorship can be extremely effective at reaching communications and business objectives. However, building the equity of a partnership requires a lot of time, mainly because audiences need to naturally associate the brand with a property, especially if the sponsor is replacing another brand from the same category. The good news is that the positive effects will last as well.

Social sponsorship has proven to be a relevant tool to express a brand’s values and to add a social dimension to a brand identity. It has the potential to improve brand image, generate better attitudes toward a brand and increase purchase intents. Besides, it is a more powerful lever for brand image than commercial sponsorship.