When you sponsor something, you are establishing an association with another organisation or event. That connection must make sense to your customers and enhance your reputation. Do your homework and make sure that what you sponsor is not going to bring you into disrepute.

Sponsoring a good cause can improve your standing in the community, whether you support a charity, a local sports team or community event. Sponsoring an industry event is a great way to get top billing at a trade show, helping you stand out from the crowd in a competitive market.

Above all, in choosing what to sponsor you must assess the type of audience you could reach and the numbers involved.