Sponsorship - The Brit Awards

There are several reasons why events have sponsorships with companies, some of these reasons are:
- to increase sales or market share
- develop or reinforce an image
- develop product awareness

Mastercard has been the main sponsor of the Brits for 14 years now and from this offers fans of the Brits competitions with chances to win celebrities who have performed at the awards. As well as this, MasterCard has run promotions with Tesco and Oasis to enable MasterCard cardholders shopping at these retailers to win tickets for the event. All together, that means that two thirds of MasterCard's tickets will be used to give consumers an opportunity to attend The Brits.  



"The strategic development of sponsorship programmes is a way in which events can be more efficiently managed. Sponsors that are achieving their objectives, for example, are more likely to renew their association with an event and renewal is a less expensive option than replacement" G. Masterman, E. Wood (2006)

When comparing the two events in terms of sponsorships, the obvious difference is that The Brits has a sponsor whilst The National Wedding show doesn't, this is because one is a sponsor and the other is being sponsored.