Throughout the years, marketing strategies have evolved to suit the needs of both companies and targeted consumers. In the advent of technological advancements, so have the tools for promotion followed to adapt such changes.
Sponsorship is no exception when it comes to progressive changes in marketing. From the simplest giving out of financial support to digital and web advertising, the use of sponsorship as a marketing tool has spanned through the changing times.
A history of sponsorship is presented below, based on eras of different applications of marketing and advertising tactics.
Eras of sponsorship styles
Arts Patronage in 1600
The earliest form of sponsorship was seen in the support given to actors in the 1600s wherein the arts, particularly the theatre, were the avenue for sponsorship. During this era, to be sponsored meant that the upper crust of society maintained the funding of the plays.
This is very prominent in the European places, where the aristocratic society, such as the Queen, favoured chosen plays and offered their approval as support. Such support gave a go signal for other people to patronize the play and further...
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