Partnership through sponsorship
A Royal & Sunalliance case study

Page 1: Introduction

Twenty years ago sponsorship of the arts developed as a way of funding tours, performances and exhibitions. If it had not been for corporate sponsorship, many orchestras, ballet or opera companies might not have survived or even exist in the form that we know today. Over recent years corporate sponsorship has grown dramatically. Few leading sports or arts events do not have some form of...
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Page 2: Reasons for sponsorship

There are many reasons why corporate sponsorship has grown over recent years. Today’s businesses pursue a range of objectives which reflect the complexity of social relations within a modern society. Big business is not just about making profits, but also has to take into account the interests of the communities it serves. Sponsorship helps organisations to reflect these wider community...
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Page 3: Risks

No sponsorship is without risk. Whatever the form of sponsorship, it is important to ensure that the event is welcomed by the targeted audience and the partnership organisation is completely ethical in its activities. The sponsor cannot risk becoming involved with an event which is unprofessionally managed or one with a slightly dubious reputation. Then there are other forms of risk. For...
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Page 4: The partnership

The National Trust is a charity. It was established in 1895 to hold ‘Lands of natural beauty and sites and houses of historic interest to be preserved intact for the nation’s use and enjoyment.’ Today it protects the ownership of some 570,000 acres of countryside of outstanding natural beauty and protects a further 78,000 acres. It also owns more than 500 miles of coastline and...
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Page 5: Why sponsorship?

Sponsorship is a powerful tool in promoting and enhancing the Royal SunAlliance brand. It is effective in building awareness of the company and its values, both with the general public and with key commercial contacts and is an integral part of Royal SunAlliance’s corporate marketing activities. Royal SunAlliance’s policy is to sponsor projects which are of national importance and...
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Page 6: Conclusion

Sponsorship is a powerful tool which must be used responsibly. The National Trust is a highly successful organisation which preserves resources for the nation’s use and enjoyment. Royal SunAlliance is the UK’s largest insurance company. Both organisations have a critical role in the sort of world in which we all wish to live. Within any sponsorship deal organisations must be aware of...
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Related: Royal & Sunalliance
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