Organizing or sponsoring the right event can be stressful. What adds to the stress is to sponsor the wrong event or not be prepared on the days of the event.

1. The Science Of Sponsoring Lifestyle Events
Steve George
HTTPS://WWW.LINKEDIN.COM/IN/STEVEGEORGEMATHEW

2. Who Am I?
 +16 years of B2B and B2C events
experience.
 Worked with the best minds from 35
countries on some of the most exciting
events including Guinness World
Records, TV Award Shows, Lifestyle
events, conferences, exhibitions and
more.
 Worked at agencies, event production
houses, conference production centres
and as an events manager and
consultant for the coolest brands on the
planet.

3. WHY DO COMPANIES SPONSOR EVENTS?
 Awareness
 Brand building
 Audience engagement
 Product launches
 Product Activations
 Community development/ engagement/ CSR
It is all about the consumer! Identifying a brand’s prime consumer
prospects and determining what properties resonate with them is a key
first step to the strategy for sponsorship.

4. The Old Spice Story
In 2003, Old Spice found that its core
audience were Nascar fans and
followed the sport diligently.
What did they do?
They sponsored the reigning champions
at the time Ricky Craven and Tony
Stewart. They later ended up sponsoring
Tony’s entire team.
This afforded them 37 awards at Cannes
Lions including a Gold medal for
‘Creative Effectiveness’.

5. The Phases Of Event Sponsorship
 Search: Finding the event that engages your audience segment
and matches your corporate philosophies.
 Negotiation: Working with the event organizers on offering you the
best package based on your short term and long term goals.
 Planning: Creating a plan of action and team, to enable the best
possible outcome for the sponsorship.
 Execution: The best part of event sponsorship and the one to
actually assess how your contribution can be brought to life.

6. My Ideal Event Schedule
Search
20%
Negotiation
10%
Planning
20%
Execution
50%
Event Phases %
Search Negotiation Planning Execution

7. Search 20%
Companies need to break the mould and think outside the box!!
Which is you?

8. ING And Tomorrowland
Tomorrowland attracts 400,000 pax –
200 nationalities and some of the best
EDM artists from around the world.
So why did ING Be and NL sponsor?
The Belgian and Dutch guests make
more than 60% of the audience.
But ING wants to use the platform to
activate the Dutch and Beligian
market, while using the event to
create international engagement
activities.

9. Negotiation 10%
 Do you always have to be a title sponsor
to be seen and heard?
 Speak with the event organizer/
sponsorship manager from the event.
 Study the packages and match it to your
goals

10. Negotiation 10%
 Always ask for options
 Be shameless in asking for free tickets

11. Planning 20%
Is the event manager by him/herself enough
to run an event?
Who is the support team/ stake holders?
Which departments or leaders need to get
involved?
Is it marketing, sales, merchandising,
operations, logistics, advertising, etc.

12. Planning 20%
 Think content marketing, collaborations,
advertising, co-branded collateral, social
media marketing.
 Think outside the box.
 Always plan on extra budget and taking
the time to visit the event.

13. Execution 50%
The most important step in an event –
the Make It or Break It phase.
Even the best planned events don’t go as planned. Below is the mix up at the
Oscars in 2017

14. Execution 50%
The most important step in an event –
the Make It or Break It phase.
Even the best planned events don’t go as planned.
Some of the usual challenges:
 No ownership
 Too many experts/ no one to work
 No oversight
 No team work
 Too many budget holders with no budgets

15. My Personal Secret To Event
Management
 Understand and act on the short term and long term goals
 Identify stake holders and a team to help
 Always ask when in doubt
 And, make every event the best event I can create

16. Thank You
Steve George
Mail: Steveg1981@gmail.com
LinkedIn: https://www.linkedin.com/in/stevegeorgemathew