Sponsorship
acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits for that association or affiliation. It’s aimed at a target audience. A dynamic connection of event, fans, and sponsors
Sponsorship
acquisition of rights to affiliate or directly associate with a product or event for the purpose of deriving benefits for that association or affiliation. It’s aimed at a target audience
How can sponsorship vary?
from a simple as in a program to a full blown naming rights and everything in between
What is the 3 step process of sponsorship?
- Research (identifying sponsors)
- Securing (selling)
- Maintaining (servicing)
What 2 types of sponsorships can a corporation provide?
In-kind donation and monetary support
What 2 types of sponsorships can a corporation provide?
In-kind donation and monetary support
How are most sponsorship values presented?
presented as gradual levels (packages). Traditionally, these have been presented as gold, silver, and bronze
Is there any sponsorship interest in naming rights?
one of the fastest growing segments of sponsorship
How do you become successful with the sponsorship proposal? (8)
- overview of your org.
- include benefits your organization can offer and emphasize those that relate to them
- list credentials of your organization and key personnel
- supply a list of other sponsors
- Outline benefits you are prepared to offer
- explain media coverage
7.
8.
Advertising
Any paid non-personal, clearly sponsored message conveyed through the media
3 parts of relationships in an event triangle
- The event provides the opportunity to attract fans and provide exposure to potential sponsors.
- Fans seek entertainment from the event and are exposed to the various promotional activities during an event.
- Sponsors exploit the opportunity to leverage fans through borrowed equity (i.e., the use of a sporting event to market).
In-kind contribustions
nonmonetary partnerships that provide a service or product in return for association with the event
Monetary involvement
is the exchange of cash for the right to associate with the event
Monetary involvement
is the exchange of cash for the right to associate with the event
Naming rights options (3)
- Rights to a legacy gift, such as the many buildings that have the name Rockefeller and Kennedy
- Rights for a title sponsor of an event
- Rights for a long-term partnership
Take inventory of all assets like:
merchandise, audience, printed materials, and signage
Sponsorship Proposal
A carefully crafted packet that addresses all the questions necessary for a company to review and decide to participate.
Activation of Sponsorship
relates to the process of actively marketing and managing the sponsor’s partnership with an event. Activation refers to stimulation, stimulation translates into action, and action is what the sponsor desires
