noun

The quality of being powerfully and mysteriously attractive or fascinating.

people for whom gold holds no allure

attraction,lure,draw,pull,appeal,glamour,allurement,enticement,temptation,bewitchment,enchantment,charm,seduction,persuasion,fascination,magnetism

transitive verb

Powerfully attract or charm; tempt.

will sponsors really be allured by such opportunities?

attract,lure,entice,tempt,appeal to,whet the appetite of,make someone’s mouth water,captivate,draw,beguile,bewitch,enchant,win over,charm,seduce,persuade,lead on,tantalize