It enhances customer experience. The customer experience is golden when it is positive. People want empathy. They want a fair price. They want great service. They want an experience. Nothing is better than having your customers act as an unpaid sales force for your company.
When a customer has a favorable experience with a brand, they tell everyone they know and encourage others to patronize that business also. Likewise, when customers have a negative experience, they tell everyone they know and discourage others from patronizing that business. The customer experience can be improved as long as there is money being spent to address the customer interaction with a given organization.
One of the remarkable things about sponsors is that their investment enables you, the small business owner, to enhance your customer experience in a positive way. Providing customers with an experience they will rave about will prove beneficial to your company in the long term. Raving customers become brand evangelists in the marketplace. And what company doesn't want loyal customers as brand evangelists?