The choice depends on context.

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Note added at 2 hrs (2014-05-19 22:23:39 GMT)
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Example:
<b?Technical Sponsor
A technical sponsor can for example be computers. The presenters in the studio will have each their own computer and it will be seen through the entire airing. Companies like Apple and Sony uses this frequently to get screen time and to be seen as a trendy brand that is used by vertical opinion leader.

This idea should be seen as one for future development and maybe even an idea that could be developed through a technical sponsorship of the sport which in future can be optimized by the sponsor for further income.

http://studenttheses.cbs.dk/bitstream/handle/10417/3135/thom...
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Sponsorship income of €2.8 million and 9.5% of consolidated revenue (€3.1 million at 30
September 2009), down slightly during the Quarter, consisted of €1.5 million (€1.8 million at 30 September 2009) in official sponsorship income from the Wind Group and €1.3 million (€1.3 million at 30 September 2009) in technical sponsorship income from Basic Italia.
http://www.asroma.it/pdf/corporate/comunicati_finanziari/201... interim_report_on_operations_at_30_september_2010_approved.pdf
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Internationally, NIKE had replaced UMBRO as Manchester United’s technical sponsor. Locally, the UMBRO manufacturing arm, Judron Clothing, had closed their doors. Not the ideal circumstances for a brand to take-off big time. But ironically, the two set-backs were largely responsible for the current success of the brand.
http://www.sportstrader.co.za/pages/issue articles/industryn...