These are the terms used by many sponsorship professionals that refer to how a sponsor uses the benefits assigned to it as part of a sponsorship contract. The use was defined by Weeks, Cornwell and Drennan (2008) as „the act of using collateral marketing communication to exploit the commercial potential of the association between a sponsor and sponsee,“ while activation was defined as „communications that promote the engagement, participation or participation of sponsorship with the sponsor.“  The sales cycle for the sale of sponsors is often a long-term process of exploring prospects, formulating tailored proposals based on a company`s business objectives, finding the right contacts in a business, obtaining buy-ins from multiple constituencies and, finally, negotiating benefits/prices. Some sales can last up to a year, and sellers report that they spend between 1 and 5 hours researching any company considered a potential type of sponsorship.  Sponsorship may create greater notoriety, brand creation and a tendency to buy, but it differs from advertising. Unlike advertising, sponsorship cannot communicate certain product attributes. Nor can it be alone, as sponsorship requires support. A number of psychological and communication theories have been used to explain how commercial sponsorship works to influence the consumer public. Most people use the idea that a brand (sponsor) and an event (sponsor) are linked by sponsorship in memory and, as a result, brand thinking can trigger event-related associations. Cornwell, Weeks and Roy (2005) have published a comprehensive overview of the theories used to date to explain the effects of commercial sponsorship. The company and the agent intend to enter into an agreement whereby the agent markets and sells the product on general terms. An agency contract is a contract of law that establishes a relationship of trust, with the first party („the donor“) agreeing that the actions of a second party („the agent“) bind the client to the agent`s subsequent agreements, as if the client had himself entered into the subsequent agreements. The agent`s power to retain the client is commonly referred to as the legal authority. The agency created by an agreement can be a form of tacit authority, for example.B.
If a person gives their credit card to a close relative, the cardholder may be required to pay for purchases made by the parent with their credit card. An example of the existence of an agency agreement, which was the subject of legal proceedings dating back to 2006, came when a sponsor of a tennis tournament sued Venus and Serena Williams who had not participated.