Page 6: Conclusion
There are many unique features to the Royal & SunAlliance Challenge sponsorship. It is not usual for such a sponsorship to arrange sub-sponsorships or to consider a merchandising approach. Sub-sponsorship within this project has been extremely successful and it may set a pattern for other large company sponsorship programmes in the future.
The sponsorship is due to end in April 1998 but could be extended for a further four months. As this is the largest sponsorship ever undertaken by Royal & SunAlliance, it is subject to a very high degree of scrutiny, especially on the quantified benefits of the venture. Results to date indicate the project will more than meet expectations.