In the 20th century business and technology have strongly influenced all forms of entertainment. The arts and other types of entertainment can no longer be regarded as totally independent; in many ways, their very existence now depends on advances in business and technology. Corporate sponsorship is a clear example of this interdependence.Corporate sponsorship as we now know it has rapidly grown beyond simply attaching a sponsor's name to a rock-and-roll tour. Sponsorship today can mean full-blown product promotion with celebrity endorsements, retail tie-ins, and innovative cross-promotional devices. Moreover, initiation of sponsorship has come full circle, from entertainment entities seeking companies to companies aggressively seeking and actually creating events.

In its most basic sense, sponsorship is an arrangement between a corporation or business and a fine arts or entertainment organization through which the sponsor promotes a product or itself. The sponsor's financial support can come in a variety of forms, including flat fees, advertising support, or in-kind products or services. In return, the sponsor is allowed to use the attraction as an advertising or promotional vehicle.

Many sponsorship practices have in reality been around for some time. Modern applications, in addition to feature artist and tour sponsorship, include sponsorship of venues, promoters, radio promotions, cultural events, and videos. The sponsorship movement has also given birth to many new business practices. Terms such as arts marketing or event marketing did not even exist before the evolution of corporate sponsorship; today they are an accepted part of the advertising and marketing industries.

CONTENTS
Acknowledgements.

Chapter 1. Introduction.

The evolution of sponsorship.
Sponsorship versus philanthropy.
Understanding sponsorship.
Event marketing.
Current trends.

Chapter 2. General principles of sponsorship.

Sponsorship criteria.
The effects of sponsorship.
Benefits to the sponsor.
Sponsorship implementation.
Evaluation and measurement.

Chapter 3. Contemporary sponsorship applications.

Sports.
Special events.
Artist/tour.
New artist.
Theme Park.
State Fair.
The promoter.
Venues.
Radio.

Chapter 4. How sponsorship is achieved.

The process of sponsorship.
Analyzing the attraction.
The sponsorship proposal.
Proposal outline.
Sponsorship proposal considerations.
Sponsorship pricing.

Chapter 5. Sponsorship and the arts: Case studies and examples.

House music series/Cadillac.
AT&T Performing Arts Festival.
The Bank of Boston Celebrity Series.
Xerox Pianists program.
Visual arts - Robert Longo/AT&T.
English Shakespeare Company/Allied Irish Bank.
Old Globe Theatre/Montgomery Ward.
Royal Philharmonic/NEC International Series.
General Electric Community Arts Programs.
Centre East for the Performing Arts/Chicago Sun-Times.
Fine Arts Radio.
AT&T OnStage.
Museums Year.
Cause-related marketing/American Express.
Additional examples.

Chapter 6. Sponsorship and the small arts organization.

Wade County arts council/Southern Bell.
The Oriana Singers/Sara Lee Corporation.
Somerset County Piano Competition and Festival/Hoescht Celanese Corporation.

Chapter 7. Legal issues in sponsorship.

Sponsorship agreements.

Chapter 8. Conclusion and the future of sponsorship.

Chapter 9. Common questions about corporate sponsorship.

Appendices: 
     A. Sample cover letter.
     B. Sample sponsorship profiles.
     C. Sample media outline.
     D. Sample agreement. 
     E. Glossary.

In the 20th century business and technology have strongly influenced all forms of entertainment. The arts and other types of entertainment can no longer be regarded as totally independent; in many ways, their very existence now depends on advances in business and technology.