When you buy a box of Ritz crackers, on the back of the box are all these suggestions about what to put on the Ritz. “Try it with turkey and cheese. Try it with peanut butter. But I like crackers, man, that's why I bought some, because I like crackers! I don't see a suggestion to put a Ritz on top of a Ritz. I didn't buy them because they are little edible plates! You have no confidence in the product itself. (Hedberg 1). A funny version of Ritz by Mitch Hedberg; however, he is right, people only buy crackers to eat them and not to turn them into small edible dishes as he stated. Now, this can be seen as a move against crackers, but it gives way to a huge promotion opportunity that can expand to consumers further than other companies have imagined. I'm obviously talking about Ritz taking the opportunity to sponsor comedy shows, after all isn't the idea of ​​a comedy show being "laughable?" Use the correct formula of objectives in a sponsorship such as: awareness, competition, reaching new target markets, building relationships and improving image. These five factors are the perfect ingredients for the success Ritz needs to become the number one cracker choice for consumers around. Let's first look at the awareness and goals of the target market to give a broader view of the impact of sponsoring a comedy show. Reaching new people is the key to expanding a company's image and success to levels no one could have imagined. Why does awareness play an important role in sponsorships? A study conducted by Hoek, Gendall, Jeffcoat, and Orsman found that sponsorship generated higher levels of awareness than advertising (Shank 334). It seems pretty inclusive that a sponsored event where consumers can be the… center of the card… requires just as much effort as the other goals. Building relationships and improving brand image gives companies the long-term aspect of success they will need for a sponsorship. Ultimately, competition is where we learn the magnitude of a new step that no one else has ever taken before. These reasons are why a well-thought-out sponsorship can lead to unprecedented success in the company and the industry. Works CitedShank, Matthew D. Sports Marketing: A Strategic Perspective. Upper Saddle River, NJ: Pearson Prentice Hall, 2009. Print.Deutsch, Claudia H. Ritz's New Approach Emphasizes Fun Over Function. The New York Times. December 27, 2007. Web. March 14, 2014.Hedberg, Mitch. Next up is pineapple! Mitch Hedberg's 20 best food jokes. Miscellany and poetry. July 3, 2009. Web. March 14, 2014.Zvents. Ritz Comedy Blitz. Colorado Springs. 6 April 2013. Web. March 14, 2014.