Sponsorship also helps the manufacturer to understand the changing habits of consumers. Sponsorship cannot be substituted with advertising because the function of advertising is to sell the product or services only but the function of sponsorship goes much beyond that in the sense that sponsorship continues to maintain the good reputation, good-will, understanding the corporate identity and maintain the name familiarity and in the process solidify the advertisement campaign which in turn increases the scalability of the product or the services. (UIPM, 2006) Sponsorship is one of the methods of non-profit marketing but it is not same as voluntary funding because the motive behind sponsorship is profit although it does not fetch profit directly. It can be also called a long-term investment, which has a high chance of giving big returns. The act of sponsorship is mutually beneficial to both the sponsor as well as the event organizers for whom it is sponsoring. The aim of sponsorship is to create an emotional bond with the consumers and the product. Changing lifestyle and changed social priorities have pushed sponsors to sponsor more for services with which the consumer can relate on more personal levels or sponsor events which are close to the person as an individual like a sports activity. Sponsorship communicates the message of the company in a different, new and less commercial form. (Rentschler, 1999) In the present age, sponsorship constitutes a wide array of activities related to communication process that uses sport and lifestyle events to disseminate the message to the target audience. Due to the growing technological breakthrough apart from getting access to the national sports channel almost, all the countries in the world can watch the sports channel of other countries only with a minimal amount of fee. This situation creates a wonderful opportunity for sponsors to intelligently select regions of a particular country or a city in which they might promote their products or services.
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