Digital sponsorship is becoming popular due to it’s attractive medium and interactive and dynamic nature. It allows rich media such as video streaming and personalisation technologies. (Drennan & Cornwell, 2004) discuss how these attributes make it possible for sponsors to target their market more effectively, heighten involvement of their target audience, and measure the effectiveness of their sponsorship activities.
The benefits of online sponsorship when done right are many and the return on investment can be great. Similar to offline sponsorship, brand awareness is improved within a select target audience and the relationship with consumers can become more dynamic. (Arts & Business Northern Ireland, 2010) state that there is also a benefit in building long term relationships and that these relationships often last longer than the initial project. In a more digital marketing approach sponsorship is really good way of building inbound links which will ultimately help search engine page ranks.