2. Authentic sponsorship
• Brand integrated
• Mutually beneficial
• Interactive, one on one
• Highly targeted
• Format varied
3. Sponsorship industry
overview
• Expected growth is 4.5% in 2016
• Investment bulk remains with sports
• Entertainment and causes follow
$18.9
$19.8
$20.6
$21.4
$22.4
2012 2013 2014 2015 2016
Total
North American
sponsorship
spending, in
billions
5. Why organizations
utilize sponsorship
1. Lift brand awareness
2. Borrow cachet and reputation of partner
3. Change perceptions
4. Gain relevant platform for brand story
5. Acquire new customers
7. • Engage employees, vendors
and other stakeholders
• Promote medical education
• Gain broad category
exclusivity
• Provide once-in-a-lifetime
experiences
Why healthcare
organizations
utilize
sponsorship
• Offer on-site
screenings
• Support community
work
• Promote prevention
8. Why sponsors invest
more to activate
partnerships
• Connect with sponsorship partner fans
• Get noticed
• Develop relationships with co-sponsors
• Reinforce overall message
10. How sponsors
measure effectiveness
• Customer acquisition, or sales lift
• Traffic increase, in-store or online
• Leads generated on site
• Market research
• On-site impressions