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Nex Media • SPONSORSHIP: BREAKTHROUGH INTO NEW MARKETS
I have studied sponsorship in different areas of the world. Sponsorship is a powerful strategy to
access new markets or even increase your market share. Using sponsorship as a powerful marketing
tool is still fairly new in South Africa. Big markets in developed countries use sponsorship for various
business objectives and channelling those outputs to your marketing strategy. I will start with why
companies want to sponsor and why they are so committed to that strategy.
Sponsorship: Breakthrough
into newmarkets
By Dumi Maseko
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