This work aims to briefly describe sponsorship, which is a useful communication tool for businesses and for financing public administration. Public sponsorship contracts represent an emerging model of private financing for public work, supply and services. Sponsorship is a cash and/or in-kind fee paid for a public work, supply or service in return for access to the exploitable commercial potential associated with the latter. This agreement earns the sponsor popularity while the sponsee‘s activities are financed. The contracting authority (sponsee) is thus compelled to behave in a way that promotes and improves the sponsor‘s fame and brand. Although public sponsorship contracts fall outside the scope of EC directives 18/2004 and 17/2004 on public procurement, national legislation in Italy allows sponsorship contracts to be used as an alternative to a public procurement contract in order to provide work, supply or services for a public authority or on behalf of a public authority. Therefore, from a ―business-administration‖ point of view, sponsorship becomes an advertising medium, through which it is realized. In fact, the dissemination of promotional messages is related to a product or a brand tied to the implementation of an event of prestige or of popularity, in order to obtain a beneficial "feedback effect" on its corporate image. The development of a cooperation between public and private sectors employs synergies as the outcome of the integrated resources and expertise of both fields. A similar approach may favor the growth of a new supply system of utilities ever more oriented to the employment of sponsorship; it seems to be a useful solution to apply to a set of interconnected projects.
Sponsorship: a service that satisfies different stakeholders
BIANCONE, Paolo;MATTALIA, Maura
2012-01-01
Abstract
This work aims to briefly describe sponsorship, which is a useful communication tool for businesses and for financing public administration. Public sponsorship contracts represent an emerging model of private financing for public work, supply and services. Sponsorship is a cash and/or in-kind fee paid for a public work, supply or service in return for access to the exploitable commercial potential associated with the latter. This agreement earns the sponsor popularity while the sponsee‘s activities are financed. The contracting authority (sponsee) is thus compelled to behave in a way that promotes and improves the sponsor‘s fame and brand. Although public sponsorship contracts fall outside the scope of EC directives 18/2004 and 17/2004 on public procurement, national legislation in Italy allows sponsorship contracts to be used as an alternative to a public procurement contract in order to provide work, supply or services for a public authority or on behalf of a public authority. Therefore, from a ―business-administration‖ point of view, sponsorship becomes an advertising medium, through which it is realized. In fact, the dissemination of promotional messages is related to a product or a brand tied to the implementation of an event of prestige or of popularity, in order to obtain a beneficial "feedback effect" on its corporate image. The development of a cooperation between public and private sectors employs synergies as the outcome of the integrated resources and expertise of both fields. A similar approach may favor the growth of a new supply system of utilities ever more oriented to the employment of sponsorship; it seems to be a useful solution to apply to a set of interconnected projects.
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