By Claire Turvey & Mick O’Keeffe, Pembroke Communications Sport & Sponsorship Division Business is increasingly competitive and budgets are tighter in many places. The resulting pressures have meant that many are looking at new and more innovative ways to secure customer loyalty and entice others to commit to their brands.  This is especially the case in highly competitive industries where customer churn is a major issue. Sponsorship, beyond building brand awareness and goodwill, is increasingly being used as a practical tool to meet customer acquisition targets. The last two to three years has seen a change in the way that

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