The dollar amount a sponsor gives to an activity is only the starting point. Usually a sponsor will spend an amount over and above the sponsorship fee to maximize the return on their investment in the sponsorship property. This is called “leverage.” Widely accepted practice is for a sponsor to spend at least the equivalent value of their sponsorship fee in their own promotional activity relating to the sponsored activity.
Some people even advocate spending two or three times the fee in promotional activity in order to maximize the return on the sponsorship investment. Although this expenditure is not the sponsorship receiver’s responsibility, astute recipients certainly encourage it. The sponsor’s promotional activity would help the event as well as the sponsor.
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