La sponsorizzazione come strumento di marketing

Sport sponsorship is a commercial agreement by which a sponsor contractually provides financing or other support in order to establish an association between the sponsors' image, brands or products and a sport sponsorship property in return for rights to promote this association. Sponsorships have become an integral component of marketing strategy. The main objective of sponsorship is to transfer the values of the sporting activity in question towards the company's image or towards some of its products and brands to make them more attractive and gain market efficiency. The purpose of this thesis is to provide a better understanding on the use of sport sponsorship in the communication strategy