Class 1
Book pages
Topic Sponsoring of events
files
1. What is sponsoring?
"Event sponsoring is investing in an event in order to get certain
benefits from the event"
To companies: An event manager sells a sponsorship:
Sponsoring can be one of their You offer something and in return you
'marketing communication tools'. ask for a correct price (money or
exchange)
Some have foreseen a sponsoring
budget, some haven't The price should be calculated as
correct as possible, based on the (real
or estimated) financial value of all
return elements.
2. Understanding the perspective of the sponsor
1. What do sponsors invest?
Sponsor Money
invests:
Something they can give (exchange)
Tangible products
Services
Sometimes sponsors invest in a mix of the two!
‼
2. What do sponsors expect in return?
Class 1 1
, 1. Brand awareness and attitude towards the brand
Awareness = make people know their brand
Outside the event = logo in marketing communication: in event ads, on event
website
At the event = logo on stage, on banners, on screen ...
= VISIBILITY!
Attitude = make people love their brand
live interaction needed!
Branding only has a result on the long term → sponsor looks for consistency in
‼
supporting a certain type of event and a certain event!
2. Association with a value
Possible human values companies want to associate with:
Sustainability - brotherhood - diversity - fair play - tolerance - solidarity -
autchenticity - ecology - integration - social responsibility - charity - education ...
Coca-Cola
https://www.youtube.com/watch?v= They don't promote their product, because
jKdIfp9_04s they think that isn't appriopate to put that in
the story!
Growing importance:
‼
Companies don't want to be seen as the dirty moneymakers anymore
3. Short term sales
Three ways sponsors can grow their sales on the short term: MEASUREABLE!
1. Sales deal, made between organisor and sponsor!
2. on site sales actions
3. off site sales actions
Class 1 2
, Sales on the long term: DIFFICULT TO MEASURE
Thanks to:
1. Branding
2. association with a value
4. Hospitality
1. Client relationship
2. Employee relationship
3. How to measure impact?
They measure the financial value of sponsordriven media coverage, versus what they've
paid
1. Commercial coverage = logo in MKTC campaign of the event
2. Editorial coverage = logo in articles, newsitems about the event
They measure the change (before/after event) in:
Public's awareness of the brand
Public's attitude towards the brand
They measure the change (before/after event) in SHORT TERM sales
3. From my perspective as event manager
1. Do I need sponsors?
Event revenue: Tickets
sponsoring
Catering
(Merchandising)
(Subsidies)
❓ When is the answer "no, I don't need sponsors"? Apple
2. Which direct benefits can I offer?
Class 1 3
, 'Direct' benefits to sponsors:
1. Right to visibility (branding) in the marketing communication campaigns of the
event
2. Right to visisibility (branding) at the event itself
3. Right to 'name giving' or name connection
4. Sales rights: direct sales to event visitors
5. Media rights (for TV station)
6. Hospitality rights
7. Exclusivity rights in sponsor's branch
Make these 'direct' rights more concrete, combine them into packages!
Logo in advertisements (moving billboard)
Logo on tickets
Sampling
Event name
Brand exclusivity
Free or VIP tickets
Data of visitors
Logo on social media
Price for a competition
Stand
Item in the goodiebag
Logo visibility on the crew outfit
3. Which 'indirect' benefits can I offer?
1. Logo rights: right to use the event logo
2. Personality rights
3. Right to do 'Sponsorship activation'
Class 1 4
Book pages
Topic Sponsoring of events
files
1. What is sponsoring?
"Event sponsoring is investing in an event in order to get certain
benefits from the event"
To companies: An event manager sells a sponsorship:
Sponsoring can be one of their You offer something and in return you
'marketing communication tools'. ask for a correct price (money or
exchange)
Some have foreseen a sponsoring
budget, some haven't The price should be calculated as
correct as possible, based on the (real
or estimated) financial value of all
return elements.
2. Understanding the perspective of the sponsor
1. What do sponsors invest?
Sponsor Money
invests:
Something they can give (exchange)
Tangible products
Services
Sometimes sponsors invest in a mix of the two!
‼
2. What do sponsors expect in return?
Class 1 1
, 1. Brand awareness and attitude towards the brand
Awareness = make people know their brand
Outside the event = logo in marketing communication: in event ads, on event
website
At the event = logo on stage, on banners, on screen ...
= VISIBILITY!
Attitude = make people love their brand
live interaction needed!
Branding only has a result on the long term → sponsor looks for consistency in
‼
supporting a certain type of event and a certain event!
2. Association with a value
Possible human values companies want to associate with:
Sustainability - brotherhood - diversity - fair play - tolerance - solidarity -
autchenticity - ecology - integration - social responsibility - charity - education ...
Coca-Cola
https://www.youtube.com/watch?v= They don't promote their product, because
jKdIfp9_04s they think that isn't appriopate to put that in
the story!
Growing importance:
‼
Companies don't want to be seen as the dirty moneymakers anymore
3. Short term sales
Three ways sponsors can grow their sales on the short term: MEASUREABLE!
1. Sales deal, made between organisor and sponsor!
2. on site sales actions
3. off site sales actions
Class 1 2
, Sales on the long term: DIFFICULT TO MEASURE
Thanks to:
1. Branding
2. association with a value
4. Hospitality
1. Client relationship
2. Employee relationship
3. How to measure impact?
They measure the financial value of sponsordriven media coverage, versus what they've
paid
1. Commercial coverage = logo in MKTC campaign of the event
2. Editorial coverage = logo in articles, newsitems about the event
They measure the change (before/after event) in:
Public's awareness of the brand
Public's attitude towards the brand
They measure the change (before/after event) in SHORT TERM sales
3. From my perspective as event manager
1. Do I need sponsors?
Event revenue: Tickets
sponsoring
Catering
(Merchandising)
(Subsidies)
❓ When is the answer "no, I don't need sponsors"? Apple
2. Which direct benefits can I offer?
Class 1 3
, 'Direct' benefits to sponsors:
1. Right to visibility (branding) in the marketing communication campaigns of the
event
2. Right to visisibility (branding) at the event itself
3. Right to 'name giving' or name connection
4. Sales rights: direct sales to event visitors
5. Media rights (for TV station)
6. Hospitality rights
7. Exclusivity rights in sponsor's branch
Make these 'direct' rights more concrete, combine them into packages!
Logo in advertisements (moving billboard)
Logo on tickets
Sampling
Event name
Brand exclusivity
Free or VIP tickets
Data of visitors
Logo on social media
Price for a competition
Stand
Item in the goodiebag
Logo visibility on the crew outfit
3. Which 'indirect' benefits can I offer?
1. Logo rights: right to use the event logo
2. Personality rights
3. Right to do 'Sponsorship activation'
Class 1 4
