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It is suggested that the long term benefits and rewards that flow from a well managed sponsorship may include the following: Flexibility Sponsorship allows for niche marketing opportunities, enabling the sport marketer to manage relationships with uniquely defined target markets such as a particular group of consumers. This provides the opportunity to connect more closely with these target markets by associating the organisation, its brands or services with the qualities of the event or activity …

…- back towards the brand. Brands that have suffered from neglect or have been caught in a declining market, may require a major image overhaul but face budgetary constraints that prevent major advertising campaigns. In such cases a successfully leveraged sponsorship has proved to be an effective tool for revitalisation. One of the best examples is Van den Burgh's Flora spread, which was facing a number of problems and turned to sponsorship to seek remedy.