EXAMEN
ECS
2023
SAMENGEVAT DOOR TIBO LE ROY VOOR HET OLOD
EVENT COMMUNICATION & SPONSORING
,SPONSORING OF EVENTS PAGE 1
1..SPONSORING OF EVENTS
1..WHAT IS EVENT SPONSORING
1.1 WHAT IS EVENT SPONSORING
Event sponsoring is investing in an event in order to get certain benefits
from the event.
EXTRA INFO:
-To companies, sponsoring can be one of their ‘marketing communication
tools’.
-Some have foreseen a sponsoring budget, some haven’t.
-An event manager SELLS a sponsorship: you offer something and in return
you ask for a correct price! (be it money or in exchange)
-The price should be calculated as correct as possible, based on the (real or
estimated) financial value of all benefits offered.
2. UNDERSTANDING THE PERSPECTIVE OF THE SPONSOR
2.1 BRAND AWARENESS & BRAND ATTITUDE
Awareness: make people know their brand.
Outside the event: logo in event ads, on event website, on event social
media
At the event: logo on stage, on banners, on screen = visibility, branding.
Attitude: make people love their brand: live interaction needed!
Branding only has a result on the LT (long term) > sponsor looks for
consistency in supporting a certain type of event and a certain event.
Sponsors don’t switch each year.
Brand awareness > Logo in the
marketing communication of the
event, outside of the event: website.
,SPONSORING OF EVENTS PAGE 2
Brand awareness > logo at the event
Brand awareness > KBC does
branding at the event
Brand attitude > KBC interacts with
the public at the event
2.2 ASSOCIATION WITH A VALUE
Companies don’t want to be seen as the dirty moneymakers (anymore)
Companies like to sponsor an event which represents a certain value they
care for. By sponsoring, the value of the event radiates to the sponsoring
brand.
Possible human values: sustainability, brotherhood, diversity, fair play,
tolerance, solidarity, authenticity, ecology, integration, social
responsibility, charity... Again on LT! (long term)
Example: Coca-Cola proudly sponsors the Special Olympics
Short term sales
(sales on ST)
, SPONSORING OF EVENTS PAGE 3
2.3 HOSPITALITY
For client relationships
For employee relationships
RECAP: WHAT DOES SPONSORS EXPECT IN RETURN FOR SPONSORSHIP?
1) Brand awareness & brand attitude
2) Association with a value
3) Short term sales
4) Hospitality
2.4 HOW TO MEASURE IMPACT?
1) They measure the financial value of sponsor-driven media coverage,
versus what they've paid.
Commercial coverage: logo in marketing campaign of the event.
Editorial coverage: logo in media articles, news items about the event.
2) They measure the change (before/after event) in public's awareness /
attitude of the brand.
3) They measure the change (before/after event) in ST sales
ECS
2023
SAMENGEVAT DOOR TIBO LE ROY VOOR HET OLOD
EVENT COMMUNICATION & SPONSORING
,SPONSORING OF EVENTS PAGE 1
1..SPONSORING OF EVENTS
1..WHAT IS EVENT SPONSORING
1.1 WHAT IS EVENT SPONSORING
Event sponsoring is investing in an event in order to get certain benefits
from the event.
EXTRA INFO:
-To companies, sponsoring can be one of their ‘marketing communication
tools’.
-Some have foreseen a sponsoring budget, some haven’t.
-An event manager SELLS a sponsorship: you offer something and in return
you ask for a correct price! (be it money or in exchange)
-The price should be calculated as correct as possible, based on the (real or
estimated) financial value of all benefits offered.
2. UNDERSTANDING THE PERSPECTIVE OF THE SPONSOR
2.1 BRAND AWARENESS & BRAND ATTITUDE
Awareness: make people know their brand.
Outside the event: logo in event ads, on event website, on event social
media
At the event: logo on stage, on banners, on screen = visibility, branding.
Attitude: make people love their brand: live interaction needed!
Branding only has a result on the LT (long term) > sponsor looks for
consistency in supporting a certain type of event and a certain event.
Sponsors don’t switch each year.
Brand awareness > Logo in the
marketing communication of the
event, outside of the event: website.
,SPONSORING OF EVENTS PAGE 2
Brand awareness > logo at the event
Brand awareness > KBC does
branding at the event
Brand attitude > KBC interacts with
the public at the event
2.2 ASSOCIATION WITH A VALUE
Companies don’t want to be seen as the dirty moneymakers (anymore)
Companies like to sponsor an event which represents a certain value they
care for. By sponsoring, the value of the event radiates to the sponsoring
brand.
Possible human values: sustainability, brotherhood, diversity, fair play,
tolerance, solidarity, authenticity, ecology, integration, social
responsibility, charity... Again on LT! (long term)
Example: Coca-Cola proudly sponsors the Special Olympics
Short term sales
(sales on ST)
, SPONSORING OF EVENTS PAGE 3
2.3 HOSPITALITY
For client relationships
For employee relationships
RECAP: WHAT DOES SPONSORS EXPECT IN RETURN FOR SPONSORSHIP?
1) Brand awareness & brand attitude
2) Association with a value
3) Short term sales
4) Hospitality
2.4 HOW TO MEASURE IMPACT?
1) They measure the financial value of sponsor-driven media coverage,
versus what they've paid.
Commercial coverage: logo in marketing campaign of the event.
Editorial coverage: logo in media articles, news items about the event.
2) They measure the change (before/after event) in public's awareness /
attitude of the brand.
3) They measure the change (before/after event) in ST sales
