Marketing products through the sponsorship of events such as concerts, sports contests, or art exhibits. Sponsorship of an event affords the marketer an opportunity to establish good public relations among the members of the target market while also offering an opportunity for sales promotion. The event itself can create an environment attractive to the product's target market, and the marketer can give away free samples and special promotional material, while developing a positive image for the product.

Dictionary of Marketing Terms. Copyright © 2000 by Barron's Educational Series, Inc. All rights reserved.