Sponsorship

'Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.’- Masterman, Guy (2007)

Why should you sponsor an event?
By sponsoring an event you're giving yourself a competitive advantage over other companies as you're raising awareness of your company in relation to a relevant event. You can build an image of yourself in the industry and perhaps a good reputation if you were at a prestigious or important event. You can also develop and maintain a relationship with an event so that you can get repeat customer to them or more coverage.

Its also important that your sponsor suits your event so that the target audiences match and the sponsor is relevant to your event.

Sponsor of Ben Howard's UK tour - I've trawled the internet to find out whether Ben Howard has a sponsor on his tour and it seems he doesn't. All I can find is that he is 'supported' by Communion music.
The National Wedding Show - From the website I have found what appears to be the sponsors down the right hand side of the of the page.

xoxo