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What we can learn from James Radcliffe, founder and CEO of INEOS, about sponsorship of sports events? The answer lies in his upcoming launch of the Ineos Grenadier 4x4 and how he sees sponsorship as part of building his business.

Kent University researchers layout out a theory about how you can choose which kind of events a company should sponsor in their paper: ABSTRACT - Sponsorship as a marketing communication tool has increased remarkably over the past two decades. Drawing from research in social psychology, a conceptual framework which affords a clearer understanding of the appropriate sponsoring of events when objectives are to improve consumer attitudes and increase recall is developed. The framework suggests that companies sponsoring events that provide a moderately inconsistent Afit@ to their company will be viewed more favourably by consumers.

I am working with Action Coach to sponsor their webinar series as it is an Afit for EASTWEST Public Relations. Listen to how entrepreneurs can work on a scale which suits them to grow their business as I discuss the basic deal structure and benefits agreed to work together which is a win-win deal.

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EASTWEST Public Relations Group was founded in Singapore in 1995 and has a company in China and the UK. Jim James is an award winning British entrepreneur who has spent the past 25 years building businesses using PR, whilst running a multi office Agency serving over 500 clients.

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