The evolution of sponsorship in recent times has been remarkable. From a peripheral and relatively small-scale marketing communication technique, it has grown into a major marketing strategic tool, particularly for global brands. More often than not, however, its use remains haphazard and its evaluation sketchy. To date, academic research in this area continues to uncover as many questions as it provide answers.

Research shows that its value is in creating meanings for consumers and in enabling value-laden relationships to develop between organisations. Examples from the sports and cultural sectors will demonstrate both the power and limitations of sponsorship. Suggestions about how industry could use sponsorship in a mutually beneficial manner will be provided in conclusion.

Ngee Ann Kongsi and The University of Adelaide jointly presents a forum discussion on the value of sponsorship with a key thrust on high profile sports events such as Formula One, Beijing 2008 Olympic Games, 2010 Youth Olympic Games.

This forum will engage professionals operating in the business and social enterprises in an all-rounded flavor of ideas, experiences and views from a panel with diverse representation by key players driving sponsorship in the sports arena.

Presenting at the forum will be guest speaker, Professor Pascale Quester, Inaugural Professor of Marketing at the University of Adelaide.

Panelists at the forum include Anthony Kang, President of the Association of Accredited Advertising Agents Singapore (4As) / President of Dentsu Singapore; Kelven Tan, Chief, Sports Marketing Group of the Singapore Sports Council (SSC); and Mike Jackson, Managing Director of Mediaedge:cia Access Asia Pacific.

Registration is $95, which includes a delegate seat and networking lunch. 4As members enjoy a special rate of $65. The forum will be held on 23 April 2009 (Thursday), 9 am to 2 pm, at Goodwood Park Hotel – Windsor Ballroom. To register, please email: peishan@naaec.com.sg

For more information, log on to http://www.adelaide.edu.au/sg