Money is not enough. Become part of the event

Kelly, Tim
October 1995
Brandweek;10/23/95, Vol. 36 Issue 40, p17
Trade Publication
Opinion. Makes observations concerning corporate sponsorships of popular events. Benefits of being associated with an event or sport; Logical connection between company and event; International Business Machines' sponsorship of Olympic Games in Lillehammer, Norway; Integration of product or service with the essence of the fan experience.


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