How to Manage a Sponsorship to Enhance Reputation

Pablo De Villota, Director of Sports & Entertainment at PROA Comunicación, explains why sponsorship is important today, how a sponsorship program should be developed and the role of ambassadors in a sponsorship program. “A sponsorship is a very powerful program if it is well used, because through traditional advertising it is very difficult to connect with the audience.  Today, there is widespread fragmentation and through sponsorship, you can make a true emotional connection with the values that the company desires to transmit.”