WEEK 6: EVENT SPONSORSHIP, PUBLIC RELATIONS & CREATIVE BRIEFS
- Define sponsors and sponsorships
- Understand the relationship btwn sponsor and event
- Identify the roles and responsibilities of sponsors
- Understand the purpose of PR in events
- Explain the purpose of a creative brief for their event, deliverable to a creative
consultancy.
EVENT SPONSORSHIP:
A high profile form of collaborative marketing between two organisations which usually
involves investment in return for access to exploitable commercial potential.
The provision of services by an organisation directly to an event, cause or activity in
exchange for a direct association to the event.
An exchange relationship involving payments from friend external organisations or persons
for specific benefits provided by the event.
Growth of corporate sponsorship for events following the Los Angeles Olympics.
Large businesses see events as opportunities to generate goodwill as part of the marketing
mix. Important opportunities to create relationship building via partners and clients.
Relates to; stakeholder management, strategic planning, organizational culture,risk
management, financial controls, marketing and communications, legal issues and branding.
The event must offer tangible benefits to sponsors with effective delivery programs.
Corporations receive hundreds of sponsorship applications each week. Only events with a
close fit to corporate objectives/goals which deliver benefits will be considered.
Managers should identify exactly what sponsors want from an event and what can be
delivered.
Needs may be different
Event organisers should treat sponsors as partners in the event.
SPONSORSHIP FIT:
Sponsor map
Shows how 3 key parts must work together
Our sponsor Fits with the audience.
Works with the event property.
To create this mix.
What services do these sponsors offer?
How do they fit the event profile?
What benefits would sponsors receive?
Why so many sponsors?
Sponsors Responsibilities:
To share values and create a lasting legacy.
Values backs up by strong business rationale.
Protect rights and values
Commit to sustainability
REWARDS: Financial support, Brand association, Access to resources, Marketing and
commercial opportunities, expertise
- Define sponsors and sponsorships
- Understand the relationship btwn sponsor and event
- Identify the roles and responsibilities of sponsors
- Understand the purpose of PR in events
- Explain the purpose of a creative brief for their event, deliverable to a creative
consultancy.
EVENT SPONSORSHIP:
A high profile form of collaborative marketing between two organisations which usually
involves investment in return for access to exploitable commercial potential.
The provision of services by an organisation directly to an event, cause or activity in
exchange for a direct association to the event.
An exchange relationship involving payments from friend external organisations or persons
for specific benefits provided by the event.
Growth of corporate sponsorship for events following the Los Angeles Olympics.
Large businesses see events as opportunities to generate goodwill as part of the marketing
mix. Important opportunities to create relationship building via partners and clients.
Relates to; stakeholder management, strategic planning, organizational culture,risk
management, financial controls, marketing and communications, legal issues and branding.
The event must offer tangible benefits to sponsors with effective delivery programs.
Corporations receive hundreds of sponsorship applications each week. Only events with a
close fit to corporate objectives/goals which deliver benefits will be considered.
Managers should identify exactly what sponsors want from an event and what can be
delivered.
Needs may be different
Event organisers should treat sponsors as partners in the event.
SPONSORSHIP FIT:
Sponsor map
Shows how 3 key parts must work together
Our sponsor Fits with the audience.
Works with the event property.
To create this mix.
What services do these sponsors offer?
How do they fit the event profile?
What benefits would sponsors receive?
Why so many sponsors?
Sponsors Responsibilities:
To share values and create a lasting legacy.
Values backs up by strong business rationale.
Protect rights and values
Commit to sustainability
REWARDS: Financial support, Brand association, Access to resources, Marketing and
commercial opportunities, expertise
