Abstract
Observers of the public relations scene in North America have, for some time now, been referring to corporate sponsorships as one of the fastest growing new areas of PR activity. Actually, corporate sponsorships probably came of age during the preparation of the 1984 Summer Olympic Games in Los Angeles, with the highly succesful use by the games organizers of the corporate sponsorship as a major source of funding: the number of sponsors was reduced from well over 100 to only about 30, but each was required to pay a minimum of $4 million for the exclusive privilege of association with the event. Acclaimed by some as the answer to their problems, maligned by other as a growing nuisance, the sponsorship game has become an outlet for the fertile imagination of promoters of all kinds.
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