The use of sponsorship as an entity’s social vehicle is often used in the business world. Linking your brand to a well known property makes the action more attractive or at least, more recognized, and it adds to the credibility of the company, since in most cases it gets involves and seeks joint participation with the public.
Currently, and for the past several years, the responsibility businesses have to society is getting bigger and becoming more important. Therefore, part of their social activity focuses on actions that are linked through grants or partnerships of various kinds. However, and despite the multitude of companies that spend part of their resources towards this, few are remembered for this labour. To change this situation entities are increasingly opting for another route: sponsorship. This medium offers them the opportunity to act, decide and, according to the project being carried out, change situations. This way sponsors acquire more responsibility and a different way of doing things. Now they exercise their social engagement through events which are both social and humanitarian character, as well as cultural, musical and sporting nature.
Source: Johan Cruyff Institute