Concern over traditional promotional methods. First, many corporations have become concerned about the value of traditional forms of marketing.

Concomitantly, technological advancements have resulted in an explosion of marketing possibilities ‘with the attendant problem of clutter and cost efficient access’

(Meenaghan 1998, p. 4). As the number of commercial television and radio stations has risen, traditional advertising has produced a proliferation of messages within the medium. Sponsorship is seen as an alternative and often cheaper form of gaining exposure that avoids clutter and allows a sufficiently distinctive message to be seen and/or heard (Howard and Crompton 1995).