OneWest Music works on behalf its clients in the development of sponsorship relationships. Sponsorship equips organizations with the ability to achieve their marketing goals through a unique interactive approach . Unlike traditional advertising, which is effective in creating the imagery that shape a brand's identity, sponsorship makes the brand "truly come to life." Some advantages of sponsorship include the following:

• Sponsorship appeals to consumers on an emotional level, allowing people to develop a relationship with a brand resulting in higher customer retention and loyalty.
• Sponsorship creates targeted, quality encounters with consumers while giving companies high-profile identification and affiliation with a prestigious property.
• Sponsorship association builds brand equity. As the audiences' relationships with a personality develops and deepens, so do their feelings toward those companies associated with the personality.

Sponsorship also enables a corporation to break through the "noise" of traditional advertising. It offers a platform for companies to develop ties where their competitors do not have a strong presence. Together with advertising, sponsorships can give companies another dimension for a balanced, comprehensive approach to product marketing.