Sponsorship, engagement and the student experience

This paper explores the use of sponsorship by a university and through case studies shows how it can be an important tool to improve the student experience. It provides insights into the importance of matching the sponsorship to the core business of the university and the imperative of the alignment of values. While universities, as places of education and research, are most often the beneficiaries of philanthropy, grants and sponsorship, they are also large businesses operating in a competitive environment and they have a need to promote themselves in the market, using the full array of business tools including sponsorship. To gain the most from an investment in sponsorship it is worth looking beyond what is immediately on offer to see what the possibilities might be. As a university’s highest priority must be its students, it makes sense that, even when utilising a business marketing tool such as sponsorship, it should seek to leverage benefits for its students.