The document discusses strategies for raising commercial sponsorship for festivals, including: - Sponsorship can provide cash or in-kind support in exchange for marketing benefits. It requires significant effort to secure. - In-kind sponsorship provides products/services rather than cash, but is equally valuable and requires a written agreement. - When approaching sponsors, research compatible companies, tailor proposals, and follow up persistently. Maintain ongoing relations through communication and evaluation reports. - Barriers to sponsorship in Vietnam may require adapting benefits offered to suit local sponsors.