Why sponsorship is the best marketing tool

I have been in the sponsorship business for over 10 years now and can honestly say there is power given to companies that actively participate in event sponsorships. How you may ask? Well the primary reason is that it creates a dialogue with the consumer rather than talking at them. According to a recent study by IEG, sponsorship is the most direct means of communication. It reaches people in their environments rather than intrude upon them like telemarketing and is not passive which it can be in other mediums. With the current economic uncertainty, business are smart to put their dollars into sponsorship.