Tips For Tech Cos. Developing Event Sponsorship Deals

By Leon Medzhibovsky and Airina Rodrigues (September 17, 2018, 3:14 PM EDT) -- Tune in to or attend almost any major event and you'll see the logos emblazoned on signage, sidelines, ice rink boards, uniforms, Jumbotrons and swag. Sponsorship of high-profile sports, entertainment and media events — as well as entertainment properties — is an attractive way for companies to increase their brand visibility and build valuable goodwill among consumers. But technologically innovative companies considering such sponsorship opportunities are increasingly looking beyond a standard cash exchange for off-the-shelf "gold," "silver" or "bronze" sponsorship packages. Instead, in exchange for sponsorship packages, they are leveraging some of their most unique and valuable assets — their technology, know-how and ability to innovate....

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