sponsorhip

A business relation in which a person or organization supports the activity of an event, group or an individual financially (or in any other form) in return for economic or communicational advantages related to his own field of activity. According to another definition, sponsorship means buying an association of ideas, as the reputation of the sponsoree has a significant effect on the sponsor.

Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. pp. 326–327.
Fazekas Ildikó & Harsányi Dávid (2011). Marketingkommunikáció érthetően. Szókratész Külgazdasági Akadémia Oktatási és Tanácsadó Kft. Budapest. p. 244.