Is sponsorship a business arrangement or an act of charity?

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Is sponsorship a business arrangement or an act of charity? A few days ago a friend of mine came to tell me his plan to visit one of the private banks for a sponsorship. And in the middle of our talk I have asked him if he prepared something to give back to them in return. I asked him if his proposal enables them to attract more share holders, customers, promote money transfer, publicize new branch or build an image. Belatedly he simply told me as he is looking for sponsorship and doesn’t need to prepare such a document. The response makes me amazed and equally saddened me. As someone who lived in the field what I know when you are approaching a sponsor is to prepare a well compiled and developed proposal that makes your offer saleable in the way that sponsors gain the equivalent return for their investment. Then I took the subject to different people and alike my friend unexpectedly came across with a strange understanding of it as opposed to expected to hear. So I boldly concluded sponsorship in Ethiopia conceived as an act of charity in contrast its true meaning of a business arrangement. This broad notion makes someone working in my field of sport marketing dismaying. Today elsewhere in the world sponsorship is a multi million dollar business deal different to the conception cemented to it in our country. That has brought me to write this from what I know a professionally delivered sponsorship mean. In the business world sponsorships, particularly sports sponsorships are growing in popularity as a promotional tool for the business community and other institutions. It serves as a means opened to a company to bring itself or its products or service to the attention of consumers and present them in a favourable light. As a result of which these days an invest of more than 1 billion pounds annually spent in sport in UK. Most businesses across the world are

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