Creating and managing a unique sponsorship

On 18th March 1997 Royal & Sun Alliance Insurance Group plc announced that it was to sponsor Tracy Edwards MBE and an all women crew of nine in a unique series of daring yachting challenges. The gruelling series of record attempts will push the boat and crew to the limits of physical endurance. Over recent years corporate sponsorship has become increasingly important as a way of both raising company profiles and injecting funds into various sporting and charitable causes. The most common form of sponsorship…