corporate sponsorship

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The corporate financial backing for a project or event, in return for public exposure and goodwill. Often referred to as ‘as brought to you by company X’ in the advertisements for cultural events. This is now seen to be a field of mutual interest. The UK national lottery, for example, the largest business to consumer business in the UK, donates the majority of its profits to good causes that might otherwise be funded by private charity or the taxpayer. See also marketing.

Subjects: Sport and Leisure — Marketing.

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