Taken from an article on Marketing Week.
Bayerische Motoren Werke AG, the German car maker will be the tier one automotive sponsor of theOlympic Games after agreeing a deal with the London Organising Committee of the Olympic Games and Paralympic Games (Locog). As part of the sponsorship, BMW will provide a fleet of 4,000 cars, while BMW bicycles and motorcycles will be used by athletes and officials at the 2012 Games. A nice way to get around and Bath Marketing are thinking of getting into training!!
Sponsorship defined
Sponsorship in marketing is a strategic partnership where a business provides financial or in-kind support to an event, organisation, or individual in exchange for brand exposure and promotional benefits. It is a key component of the marketing mix, complementing advertising and public relations by enhancing brand awareness, credibility, and customer engagement. Businesses use sponsorship to align with relevant audiences, boost brand loyalty, and differentiate themselves from competitors. It is particularly effective in sports, entertainment, and community events, where brands can leverage emotional connections and direct engagement with target demographics. Sponsorship also offers measurable returns through media coverage, social media engagement, and lead generation, making it a valuable tool for both B2B and B2C marketing strategies.
