This is another form of marketing activity, through association with a charitable cause. An initiative organised by a charity/community organisation, for example to raise funds or to raise awareness of its work, is supported in return for corporate branding and publicity.
Sponsorship can be of an event, a publication, a product or a project. A particular charity can also be ‘adopted’, often for a one or two year period. Many charities rely entirely on corporate funding for their survival – although, as with cause-related marketing, sponsorships can be controversial if charities team up with partners who are seen to be a good fit with the charity’s aims and values..
