Creating and managing a unique sponsorship
A Royal & Sunalliance case study

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Page 6: Conclusion

Royal Sunalliance 3 Image 4There 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.

Royal & Sunalliance | Creating and managing a unique sponsorship