Sponsorship opportunities and guidelines

Abstract

As research gathers momentum on the topic of sponsorship, this method of promotion remains somewhat unknown by many firms. Despite high profile events associated with leading wine labels, sponsorship as a communication technique remains under-utilised by many in the wine industry. Based on a review of the relevant literature, this paper looks at the issue of how the wine sector could use sponsorship to its advantage and provides some guidelines to enable firms operating in this sector to derive maximum benefits from it.