I was reviewing sponsorship as a marketing initiative earlier as
Bath Marketing Consultancy is in talks with Cancer Research UK and I remembered that MasterCard is a major sponsor of a number of high profile events such as UEFA Champions League and the Brit Awards.
It also agreed a deal to become the Official Worldwide Partner and official payment system of the 2011 Rugby World Cup back in February 2009 as the last RWC, which saw South Africa crowned world champions for the second time, hosted by France two years ago, attracted a cumulative global audience of more than 4.3bn viewers.
What do you think of corporate sponsorship? Is this an initiative that has yielded the required objectives such as brand recognition?
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