The document discusses the sponsorship landscape, highlighting SponsorHub as a leading global sponsorship aggregator that provides tools for event organizers to facilitate sponsorship processes. It emphasizes the importance of measurement and data-driven approaches in sponsorship negotiations, outlining the distinct benefits for B2B and B2C sponsors. Additionally, it shares case studies and practical advice for enhancing sponsorship effectiveness and maximizing ROI through strategic engagement and analytics.

1. Get Sponsored!
Andrew Reid
#ELEVATENYC

2. Agenda
@sponsorhub
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• SponsorHub Background
• Sponsorship process for event organizers
• What is sponsorship?
• How does it fit with companies’ overall marketing
• Why will a brand sponsor you?
• B2B vs. B2C sponsorships
• Importance of measurement

3. SponsorHub Background
@sponsorhub
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• #1 sponsorship aggregator globally
• 20% of the world’s sponsors use SponsorHub
• Over 75,000 sponsorship opportunities
aggregated, scored
• Created dozens of industry-leading scoring
and valuation algorithms
• First sponsorship buying and management
platform
• Robust RFP tools

4. Get Sponsored!
@sponsorhub
#ELEVATENYC
Create packages
/ pricing
Sell
sponsorships to
the right buyers
Track/Report
through
SponsorHub

5. Problem: Consumers are Tuning Out
5
How can marketers cut
through the clutter?
Sponsorship + New Media
enable brands to measurably
engage at scale.

6. @sponsorhub
#ELEVATENYC
“Sponsorship has a growth rate that surpasses all other forms of
media except for Internet and mobile.”
-Veronis Suhlet 2011 Industry Forecast

7. @sponsorhub
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Sponsorship industry growth is outpacing both
advertising and sales promotion.

8. Negotiating: Who Has the Power?
@sponsorhub
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SXSW, LeWeb, sports franchises
also have significant pricing power
Local events with a small but
often devoted group of
attendees have little pricing
power
SponsorHub helps to
find the opportunities
where prices align best
with potential outcomes
Major leagues like the NFL, NBA or
organizations like FIFA, the Academy
Awards or the IOC set monopoly
prices

9. Sponsorship Market
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We divide B2B vs. B2C sponsorship based on the
sponsor’s intent with a given sponsorship. Is the sponsor
trying to reach consumers or reaching business clients?
B2B
B2C

10. Why Sponsor?
@sponsorhub
#ELEVATENYC
Sales Lead
Generation
Hospitality
Social Media
Buzz
Branding /
PR
Speaking Opportunity
Product Placement
Product Sampling
Awareness
Naming Rights

11. Benefits That Sponsors Seek
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B2B B2CSocial Media Buzz
Product Placement
Sampling
Media Value
Naming
Speaking Opportunities
Hospitality
Branding / PR
Awareness
Anchor content for
major media-buy

12. Benefits B2B Sponsors Seek
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Brands pay to have executives “speak” at
events because they want to establish thought
leadership.
• Deliver the audience
• Not necessarily keynote address:
• Panels
• Fireside chats
• Pitches, launches etc.
Brands often look for ways to “carve-out”
unique VIP spaces and experiences for client
entertainment.
• Be creative with carve-outs for VIP’s
• Be as extravagent as possible
• Create one-on-one interactions

13. Benefits B2C Sponsors Seek
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• Naming Rights: Offer them if you can because you can get a premium
• Try to incorporate sponsor branding deeply into your programming
• Offer hospitality to key B2C clients to draw them onsite
• Measure Awareness efforts, even if approximate
• Don’t fudge the demographics

14. Social Media & Sponsorship
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Social Media Buzz
Receive credit, not just visibility
Brand amplification
SponsorHub ScoreTM

15. @sponsorhub
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Sponsorship
ROI analysis
Media
Value
Audience
Analysis
KPI Lift
3 Types of Measurement

16. Media Value
@sponsorhub
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In advertising, there are a number of accepted metrics…
that equate directly to $$!!

17. Audience Analysis
@sponsorhub
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18. KPI Lift
@sponsorhub
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19. 19
Does this image
really have
NO VALUE
for Nike?
Most ad-tech says: no
logo, no impression, NO
VALUE
80% of those polled said
they thought of Nike
positively when they saw
this image.

20. Product Placement & Sampling
Subtitle
@sponsorhub
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Observations:
• Often first interaction with a
product
• Nerve-wracking experience
for brands
Nail Product
Placement/Sampling:
• Location, location, location
• Staff carefully
• Track everything:
• Engagements
• Samples distributed
• Qualitative comments

21. Sponsorship has evolved…
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“Sponsor prospects have more partnership options and than ever
before and are choosing more wisely.”
- IEG 2011, Growing Up: The Evolution of Association Sponsorships

22. How To Make Sponsors Smile
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Predicted Outcomes and Value
SponsorHub ScoreTM
Post-Event Reporting
Audience Verification
Track and Report Metrics!

23. @sponsorhub
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Case: Auto Manufacturer
Challenges:
• The Client needed to determine the value of their
hundreds of new and existing sponsorships.
• The Client also wanted a centralized digital system
to align the sponsorship group with the best
practices of social and mobile teams
Solution:
SponsorHub supports this auto client through a
comprehensive relationship that we call– Sponsorship
Platform of Record. In a SPoR engagement, we provide
automated and human-enabled sponsorship discovery
and analytics services. Ultimately, all sponsorships that
the Client engages in are passed through the system
and tracked by global and regional managers.

24. @sponsorhub
#ELEVATENYC
Case: Local Singles Events + Alcoholic Bev
Challenges:
• Seller needed to determine the value of their
series of national singles events.
• Buyer engaged us to utilize our SponsorHub
scoring, comparison/tracking tools and expertise to
identify sponsorships that have:
• Trackable / High-ROI
• Social potential with a certain demo
• Local/Regional/National reach
Solution:
SponsorHub aggregated and scored seller’s
inventory, while assisting on a retainer basis with
evaluation services and data science. Our algorithms
matched buyer with the seller’s opportunity and our
strategy team helped to create a set of trackable, high-
ROI activations to support the partnership. Both
parties agreed to extend the engagement and the
seller noted the higher ROI that resulted from
smaller, local events.

25. Sponsorship Cheatsheet
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Key Take-Aways:
• Passion is becoming fragmented. Sponsors are thinking outside the stadium
• Calculate media values and intangibles to negotiate in a data-driven way
• Plan your measurement before your events begin
• Allocate budget for research, data and measurement
• Report metrics to sponsors proactively

26. Thank You!
Andrew Reid
#ELEVATENYC
@freereid
andrew@sponsorhub.com
www.sponsorhub.com.com
Contact me: