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Slide 1: SPONSORSHIP IN THE EVENT INDUSTRY
Slide 2: Types of Sponsorship • Cash Sponsorship • In-Kind Sponsorship (also known as ‘Contra’) – In-Kind Budget Relieving (I-K.B.R.) – In-Kind Non-budget Relieving (I-K.NB.R.) – In-Kind Budget Impacting (I-K.B.I.)
Slide 3: Two Sides of Sponsorship Acquisition: – – – – writing proposals finding sponsors negotiating the sponsorship benefits signing the contract Servicing: – delivering the promised benefits – looking after sponsors – preparing Acquittal Reports (feedback and debriefs)
Slide 4: Why Sponsorship? The real cost of events and functions is usually so high that to recoup finances purely from admission would make it almost impossible for anyone to attend.
Slide 5: Property, Opportunity, Benefits and Leveraging Selling Sponsorship Property –Naming Rights –Presenting Rights
Slide 6: Opportunities • • • • • • • • • advertise in the event program display signage at the event be recognised as ‘Official Sponsor of …” present at a forum include promotions in welcome-kits, etc. take up ‘prominent position’ rights at an expo provide extra signage and banners host a function external to the event have an advert played on the big-screen or during a telecast • use the event or function logo on related marketing
Slide 8: Benefits • free tickets to the event • guest passes to the hospitality marquee • logo recognition on signage, website and program • other small but not insignificant ways to thank the sponsor and treat them like the VIPs they are
Slide 9: Leveraging extra marketing at the discretion of the sponsor where that sponsor has exclusive rights at a function or event a major sponsor of a sporting event may leverage their sponsorship by sending promotions models to the venue to hand out free product to the patrons
Slide 10: Ambush Marketing
Slide 11: Sponsorship plans • Major revenue sources? – – – – Ticketing/registration fees Fundraising Sponsorship Corporate Marketing/PR budget • • • • • • • • • • Is the function or event required to make a profit? Who is the function/event targeted at? What is the target market’s demographic? How much can they afford to spend? Would the cost of ticketing and security outweigh ticket revenue? Are there partnership arrangements already in place? What is the correlation between the calibre of entertainment or speaker and the ticket price? What are the potential sponsorship properties, opportunities and benefits that could be offered? Who are the likely sponsorship targets and what’s in it for them? How will the event be marketed?
Slide 12: Potential Sponsors • Target companies and businesses that have a closer link and strategic fit with those who will be attending a particular event. This is where research into company profiles is vital - you may read that a pharmaceutical company is about to launch a new brand of sunscreen in October, around the same time as your outdoor music festival…. is there a fit?
Slide 13: The Sponsorship Proposal • Details of the event, including name, date and location • What the event or function is about • Who the target market is • General outline of the business plan • How the event will be marketed • What is in it for the sponsor • What sponsorships are available and their cost
Slide 14: Typical sponsorship proposal • Sponsorship proposals detail the different levels of sponsorship that a company might take up. • Naming Rights, Satchel Sponsor, Stationery Sponsor, etc. • Corporate Sponsors, Uniform Sponsors, Session Sponsors • Tiers of sponsorship along the lines of Platinum Sponsorship, Gold Sponsorship and Silver Sponsorship
Slide 15: Sponsorship Agreement
Slide 16: Sponsorship Servicing and Acquittal “Feedback is the Breakfast of Champions”