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Sponsorship, of all the marketing communications tools, has the greatest potential to allow a company to form a relationship with their customers (Geldard & Sinclair, 2002).
'Sponsorship is a business relationship between a provider of funds, resources or services and an individual, event or organisation which offers in return some rights and association that may be used for commercial advantage.' (Sleight, 1989 cited, Quick et al, 2003)