January 2005

By Heidi Brumbach, CSEP, Imagine Enterprises International

Very few event areas can be more complex than sponsorships, even though the concept is simple: Corporations provide cash or in-kind contributions to aid in the production of an event in exchange for various forms of recognition. In what seems like ancient history, sponsorships were used as a gesture to show support to the community. Today, they have become strictly business transactions and the term ROI, or return on investment, is on the tip of everyone’s tongue.

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