Skip to Main Content

Directors of Corporate Sponsorship

History

The role of the director of corporate sponsorship has developed over the years with the growth of corporate sponsorships in the public and charitable sectors. Corporate sponsorship first became widespread in the early years of radio and television. Companies paid for programming and in return were featured as the sole or primary sponsor, or advertiser. Some shows even included the name of their sponsor in their title, such as the “Maxwell House Showboat,” sponsored by Maxwell House coffee, on radio in the early 1930's. By the 1950's corporate sponsorship of television shows was prevalent. The "Hallmark Hall of Fame,” sponsored by Hallmark Cards, first aired in 1951 and is still popular today.

Corporate sponsorship was a leading method of advertising, and its popularity for private corporations grew over the years. Companies provided major funding for naming rights at sports stadiums, such as the MetLife Stadium, in East Rutherford, New Jersey, and sports events, such as the Capital One Orange Bowl, previously the Orange Bowl, have been named and renamed for their corporate sponsors.

Corporations devote major funds to the theaters, museums, charitable organizations, and other philanthropic foundations, associations, and causes. Such sponsorship is utilized to fund buildings and facilities, sports teams, expos, national and local events, productions, lectures, luncheons or dinners, spelling bees, marathons, educational endeavors, and more. As corporate sponsorship has expanded, so has the need for corporate executives to develop, manage, and implement sponsorship programs. 

Related Professions