Sponsorship

Sponsorship can be defined as:

 'Supporting an event, activity or organisation by providing money or other resources that is of value to the sponsored event. This is usually in return for advertising space at the event or as part of the publicity for the event.' (Tutor2u.net)

This Year, Crufts have 9 Sponsors:

Eukanuba is the principal sponsor, Major sponsors are Agria and Samsung and the remaining are official sponsors.

All of these sponsors will be present at the show itself, engaging with potential customers. They have the opportunity to expose their products/ services to over 137,000 potential customers over the 4 days. This may be done by giving out samples, leaflets etc. They also get pre and post- show exposure through press and media coverage. On the Crufts website all of these logos are featured on their sponsorship page along with a brief overview about them and links to their webpages. 

For the Nero Tour there are no sponsors this could be due to the fact that they do not need support from another company as this tour is based around promoting their name and their music around the UK rather than any other companies/brands. Nero may not be able to gain sponsors at present as the potential sponsors may feel that due to the fact that Nero may have a more limited audience than much bigger stars e.g in 2007, Beyonce had L'Oreal Paris and Samsung sponsoring her tour. This was probably due to the fact that these companies knew that they would get a very large coverage. Nero have only really recently (in the last year or so) become much more well known so maybe, in the future they may have sponsors for their tours. The fact that Nero are an electronic music act will most likely be a big factor in them having such a specific audience. 

However, their music is becoming more appealing to a larger audience. On 6th December 2010, Nero were nominated for the BBC's 'Sound of 2011' poll. Their first official single 'Innocence' which was released in April 2010 peaked at 167 in the UK Singles chart and peaked at no. 16 and 11 on the Dance and Independent charts. Their second official single  'Me & You' was added to BBC Radio 1's A list playlist on 8th December 2010 which obviously gave them more publicity and it seems they are growing increasingly popular.