SPONSORS AGENDA

"Sponsorship" is a negotiated exchange of commercial and marketable benefits. It is distinct from philanthropy, which involves the unilateral contribution of cash, cash-equivalents, or in-kind goods and services to a charity, with no quid pro quo expectation. There are myriad reasons why companies make sponsorship a priority. Here are a few of the most common.

 

To increase company name awareness

1.   Enhance on-site exposure

2.   Achieve peripheral media acknowledgment and attention

3.   Reinforce company name through synergy with sponsorship activity

4.   Improve public relations

5.   Customize product or service branding through sponsorship affiliation

6.   Correlate theme marketing, advertising and promotional campaigns with sponsorship activity

7.   Use sponsorship as a medium

To enhance corporate identification with a particular lifestyle or audience

1.   Reinforce corporate image through sponsorship influence and attention

2.   Position company as "event hero" to selected audiences

3.   Effect a positive corporate image through affiliation with "good company"

4.   Capitalize on the cultural commitment expressed by sponsoring authentic, meaningful events

5.   Appeal to current or future demographic base

To differentiate corporate products and services from those of competitors

1.   Gain exclusivity through partnering

2.   Associate with what is "in vogue"

3.   Capitalize on common niche markets by aligning with partners whose customers display similar lifestyles, beliefs, and interests

4.   Demonstrate corporate leadership through active involvement

5.   Vigorously seek active consumers

6.   Attract conventional media attention through sponsorship activities

To amplify corporate commitment to communities or groups

1.   Reach highly-defined consumer niche with maximum efficiency 

2.   Bring more to the sponsorship opportunity than initially exists

3.   Develop group allies through effective sponsorship positioning

4.   Build ongoing partnerships through positive company and employee actions

5.   Alter buying habits through precise affiliations

6.   Draw attention to project by winning other strong corporate endorsements

To facilitate business-to-business marketing

1.   Reinforce client and employee hospitality

2.   Enhance future business opportunities through sponsorship alliances with other partners

3.   Facilitate cross-promotional links

4.   Diversify and expand the reach of all partners

5.   Build company credibility among peers, competitors, customers, and employees

To augment merchandising opportunities and income-generating extensions

1.   Develop/sell ancillary merchandise and apparel 

2.   Experiment with discounts, sweepstakes, sampling, sales, contests and incentives

3.   Promote retailers, products, and brands

To shape or reinforce a positive public perception

1.   Bring company within public focus at the grassroots level

2.   Create tangible relationships with long term value

3.   Endorse or promote your affiliation using related themes or  graphic designs

4.   Draw on the credibility and image of organizers

To minimize administrative impacts of sponsorship marketing efforts

1.   Ease transition into sponsorship opportunity

2.   Ensure that organizers are committed to the sponsor's success

3.   Seek stability in sponsorship programs

To positively impact bottom line

1.   Enhance company brand, product, service loyalties

2.   Recover customers through more targeted marketing practices

3.   Create a rallying point for sales incentive programs

4.   Expand opportunities to multiple partners

5.   Reduce company ad budgets, depending on media connections

6.   Self-liquidate sponsor position or invest with other beneficiaries

7.   Negotiate exclusivity options

8.   Build long term opportunities