В статті проаналізовано поняття спонсорського маркетингу з точки зору його унікальної комунікаційної та комерційної привабливості. Зокрема, описано сучасні інструменти спонсорського маркетингу, розглянуто методи визначення ефективності спонсорського проекту.The concept of sponsorship marketing in terms of its unique communication and commercial appeal is analysed in the article, modern marketing tools of sponsorship are described. Authors suggest a list of possible objectives of sponsorship marketing. The means of marketing communication as a component of the sponsorship project are described. Examples of successful sponsorship projects are described, in particular projects of
companies "Obolon» (support of the Ukrainian football - sponsorship of television program
"World Cup", the web resource «UA-football.com», Ukraine championship in football), «Stella Artois» (support of Cannes Film Festival - sponsorship winners of the festival, the funding of printed and souvenir products). The study investigates the main sponsorship categories gradations and features media sponsor of the project planning through various means of media. This paper investigates approaches to assessing sponsorship. Methods of determining the effectiveness of the sponsorship project, in particular, the rate of ROI (return on investment) are described in the article.В статье проанализировано понятие спонсорского маркетинга с точки зрения его уникальной и комерческой привлекательности. В частности, описаны современные инструменты спонсорского маркетинга, рассмотрены методы определения
эффективности спонсорского проекта
