This document discusses sponsorship opportunities and protocols. It defines sponsorship as a mutual agreement between two parties where values are exchanged, usually a sponsor and promoter. Sponsorship allows companies to build brand awareness, reposition their brand, drive revenue, and retain competitive advantage. Potential sponsors include existing sponsors, boards of directors, government agencies, and investors. The document provides guidance on creating sponsorship proposals, including identifying possible sponsors, matching them to your event or brand, and outlining sponsorship categories and benefits.
2. Learning Objective/Key
Competency
This Unit requires a sound knowledge of sponsorship
opportunities and protocols in a given industry context plus a
range of communication negotiation and management skills.
Determine financial requirements and sponsorship
opportunities.
3. WHAT IS SPONSORSHIP?
Sponsorship is a mutual agreement between two parties,
where values are exchanged.
Two parties are usually involved in the sponsorship process:
The Sponsor
The Promoter
4. WHAT IS SPONSORSHIP?
One of the most powerful media now used to communicate and
form relationships with stakeholders and target markets.
(Grey & Skildum-Reid, 2003)
In academic circles, sponsorship has been defined in various
ways. For example Getz (1997) describes it as companies or
individuals who provide money, services or other support to
events or event organizations in return for specified benefits.
Professor John Crompton describes sponsorship as a reciprocal
relationship that involves an organization and a business
engaging in an exchange that offers commensurate benefits to
each entity (Crompton,1994)
5. WHAT IS SPONSORSHIP?
Sponsorship is a business relationship between a provider of
funds, resources or services and an individual, event or
organization which offers in return rights and association that
may be used for commercial advantage in return for the
sponsorship investment.
This definition again highlights the reciprocal relationship
involved in sponsorship , and the importance of the
commercial nature of the relationship.
6. TYPES OF SPONSORSHIP
Sponsorship evolved out of philanthropic gifting.
Two types of sponsorship:
Philanthropic sponsorship and Commercial
sponsorship
Philanthropic sponsorship is a tool for improving corporate
image and social recognition in the context of the community.
On the other hand commercial sponsorship is something that
is used to achieve business objectives such as increased
awareness or sales.
7. WHY SPONSOR AN EVENT?
What’s In It For Me!!!!
Build brand awareness
Brand repositioning
Driving revenue
Enhancing internal relations
Showcase products and services
Retaining competitive advantage by keeping other sponsors
out
Demonstrating altruism (concern for the welfare of others)
8. EVENTS THAT SEEK SPONSORSHIP
According to Steve Jeweler and Julia Rutherford Silvers,
authors of Events Sponsorship for the George Washington
Event Management Certificate Program, the following are
among the types of events that seek sponsors:
Hallmark, civic, and annual events
Festivals and cultural events
Sports event
Meeting, conference, and educational events
Entertainment events, tours and attractions
Corporate cross – promotions
Trade shows and expositions
Cause – related events
9. TYPES OF SPONSORS YOU ARE
SEEKING
Title/Presenting – Underwrites a majority of the event
Host/ Supporting – Underwrites specific areas of an event
such as bars or food and beverage
Tiered – Monetary level determines the amount of exposure
of sponsors’ product, services and individual leaders
In Kind – Often overlooked, in kind sponsors provide their
goods or services at no cost to the event for the sponsorship
level related to the retail cost of the goods or services
provided
10. POTENTIAL SPONSORS MAY
INCLUDE:
Existing sponsors
Boards of directors, councils or other governing bodies
New sponsors
Government agencies investors
11. SPONSORSHIP PROPOSAL
How do you go about it?
Identify your possible sponsors; match them with your
product (brand affiliation/target audience)
Match with theme – What companies/Sponsors want
Recognize who they are: make a list of sponsors and send
out letters
Find a way to encourage them to spend their money with
you. (Research each Sponsor)
12. STEP 1
Contact info
Date the letter
Headline – must be short
1st paragraph – dedicated to the company
2nd paragraph – states who you are and why you are doing
this
3rd paragraph – describes the event
4th paragraph – sponsorship proposal & treatment is attached
Signature + contact info
13. STEP 2
Details of what you want them to sponsor
Proposal for sponsor
Objectives + aims of the event
Info about the organization
Details of project – performers , theme etc
Do not repeat
14. STEP 3
Create category of Sponsorship
Title sponsor – value 8 mil
Name on ….
Mentioned at the beginning and end of commercial
Branding
Booth
Size of logo on posters
Gold Sponsor – 5 mil
Smaller size logo
Mention in advertisements
Booth
branding
15. References
Crompton, J. (1994). Benefits and risks associated with the
sponsorship of major events, Festival Management
and Event Tourism, vol.2, issue 1, pp.65-74.
Getz, D. (1997). Event Management and Event Tourism,
Cognizant Communication Corporation, New York.
Grant, A. (2015). Producing Culture: Music Events and Festival.
UWI Mona WJC.
Grey, A. & Skildum-Reid, K. (2003). The Sponsorship
Seekers Toolkit, McGraw-Hill, Sydney.
McDonnell, I., & Moir, M. (2014). Event Sponsorship.
Routledge Taylor & Francis Group London & New York.