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It is suggested that the long term benefits and rewards that flow from a well managed sponsorship may include the following Flexibility Sponsorship allows for niche marketing opportunities enabling the sport marketer to manage relationships with uniquely defined target markets such as a particular group of consumers This provides the opportunity to connect more closely with these target markets by associating the organisation its brands or services with the qualities of the event or activity itself Simultaneously the organisations corporate personality values and style are projected thus positioning the organisation as being in tune with its target markets and being responsive to their preferences lifestyles and attitude Media exposure Sponsorship is the only form of marketing communication that allows a marketer to dominate the media without having to directly compete with other promotional clutter It can also extend the value of advertising campaigns by creating a dynamic interactive environment that makes key messages flighted during matches contests and events more relevant and persuasive because the desired target audiences are probably watching or listening Cost effectiveness Sponsorship enables marketers to obtain coverage and brand awareness at a more favourable rate than traditional advertising adding greater value to the advertising Rand and simultaneously incorporating corporate public relations and social responsibility programmes Human resources relations An organisations reputation and image have direct bearing on the morale of existing staff and can encourage future job applicants of the highest quality to apply for advertised positions Sponsorship influences decision-makers Through corporate hospitality and establishing a good corporate image and reputation an organisations ability to interact with local and national government legislators decisionmakers and other influential people can be made easier providing lobbying opportunities Globalisation Linking a South African organisation with South African sporting success is an invaluable tool in the export focus of organizations and promotion of the nation as a whole
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