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.

1. Acquiring Sponsorship/
Endorsements
Kind and Cash!
Tasha – Gaye Davis

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.