Sponsorship is the state or practice of being a sponsor; to sponsor something is to support an event, activity, person, or organization financially or through the provision of products or services. Corporate sponsorship is often done in exchange for publicity.

By becoming part of a special and more personally relevant moment in customers’ lives, involvement with events can broaden and deepen the relationship of a company with the target market.
At the same time, daily encounters with brands may also affect consumers’ brand attitudes and beliefs. Atmospheres are packaged environments that create or reinforce leanings towards product / services purchase.

Small brands, of necessity, are likely to take less obvious and less expensive paths in sponsorship and communications.

There are a number of reasons why business sponsor events:
- To identify with a particular target market or life style.
- To increase awareness of company name or product / service name.
- To create or reinforce consumer perceptions of key brand image associations.
- To enhance corporate image dimensions.
- To create experiences and evoke feelings.
- To express commitment to the community or on social issues.
- To entertain key clients or reward key employees.
- To permit merchandising or promotional opportunities.

Olala is consulting its customers in the process of developing successful sponsored events. This may involves:
- choosing the appropriate events
- designing the optimal sponsorship program for the event
- measuring the effects of sponsorship