Reasons on why companies intend to sponsor

·         Increasing brand loyalty

·         Brand differentiation

·         Changing/strengthening brand image

·         Creating company or product awareness and visibility

·         Driving retail traffic or sales

·         Highlighting community responsibility, or corporate social responsibility

·         Building new and deeper community networks

·         Enhancing company's credibility and educating the public about products and services

·         The opportunity to have the public sample a new product or provide demonstration of a product or service

·         Entertaining clients (can be important when sponsoring cultural or athletic events)

·         Targeting a niche market

·         Recruiting, retaining or motivating employees and fostering talent and teaching new skills to employees