Personal sponsorship can be used to cover different communication needs within companies. It’s main function is to transmit brand values through the image of an individual. However, it’s use plays a much broader role in the inner workings of communication:
- It helps impact on a local and/or global level.
- An association with a specific modality is produced.
- The brand remains prescribed by a believable character.
- It generates publicity.
The investment required to meet a personal sponsorship is highly variable, especially in terms of the relevance of the sponsored personality, the wear and tear made on his/her image (advertising pressure and the geographical scope thereof, national or international) and the demand suffered by that person. What is certain is that sponsorship, to be effective, requires a substantial investment in a media plan tailored to the needs of the sponsor.
Source: Johan Cruyff Institute