Interview: John Stuart, MasterCard Sponsorships
The Gulf Marketing Review interviews John Stuart, MasterCard's senior vice president for global sponsorships.
For MasterCard, the business benefits of sponsorship, he says, are three-fold: revenue-driving, brand awareness and hospitality. The emphasis of each component will flex according to the nature of the event.The MasterCard Championship golf event in Hawaii in January may do little for brand awareness (TV coverage is limited) but is a highly sought after ticket for hospitality. The World Cup, with its global audience, is about brand awareness and revenue driving.
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