Event marketing is similar to sponsorships, differing only in that with
event marketing a company supports a specific event rather than an
on-going relationship. In effect, event marketing is a one-off sponsorship.
For example, supporting a Tsunami Relief Concert would be event marketing,
compared with sustained support of an organization dedicated
to helping victims of natural disasters, which would be sponsorship.
Sponsoring the World Cup would be event marketing; supporting a particular
team throughout the season, sponsorship. In Europe especially,
brands are major sponsors of football teams. In fact, worldwide most
sponsorships involve sports ( Meenaghan, 1998 ).