Sponsorship involves two main activities: $(1)$ an exchange between a sponsor $[$such as a brand$]$ and a sponsee $[$such as a sporting event$]$ whereby the latter receives a fee and the former obtains the right to associate itself with the activity sponsored, and $(2)\_\_\_\_\_.$

a$.$ creation of an advertising campaign

b$.$ involvement of all members of the sponsoring firm

c$.$ development of an event

d$.$ association with a worthy cause

e$.$ marketing of the association by the sponsor