Sponsorship- a way of communicating is essential reading for anyone directly or indirectly involved in market communication processes. Sponsorship has become a sophisticated marketing tool that, when used correctly, can make a considerable contribution to a company's brand and marketing mix. It is an easy- to- use handbook and a useful reference book that brings you up- to- date with the rapid development that taken place in the sponsorship field over the last few years. The authors also look at current and future global trends. Established theories in the sponsorship field are presented and analysed. The authors provide the reader with up- to- date examples of successful national and international sponsorship projects, and focus on the points of view of both the buyer and the communicator. Case studies are Telia (telecommunications), TryggHansa (insurance) and EF/ Whitbread (foreign language tuition).The authors - Magnus Roos (to the left), founder of Sponsor Strategi, the largest sponsorship consultancy in the Nordic countries, and Mikael Jiffer (to the right), Managing Director of Sponsor Strategi - have several years of experience from a wide range of sponsorship projects. They share with the reader their insights into the strategies and techniques that can lead to a successful sponsorship project. This book is published by Ekerlids Förlag in co-operation with Sponsor Strategi/ S- Comm