The document is an event sponsorship proposal submitted to Anbessa Beer for sponsorship of an Ethiopian New Year celebration party in Bishoftu, Ethiopia. It provides details on the event such as it being a live music show on September 12, 2019 attracting an expected 500 people ages 19-45. It highlights benefits to the sponsor like brand visibility through banners, promotions, and discounted products. The financial request is 250,556.25 ETB for expenses like production, execution, logistics, and prints. An 80% down payment is requested upon signing with the final 20% paid after a post-event report.

1. Event Sponsorship Proposal
Submitted to Anbessa Beer,
United Beverages
#Beshenena!
Ethiopian New-Year Celebration Party
ThumbsUp Social Entrepreneurs plc
Prepared by: Eyosyas Woldekidan Tel+251911661514, 0911235548
Email: josywk@gmail.com, brook_h2004@yahoo.com
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3. Table of Contents
1. About the Bishoftu/ Debre-zeit town 1
2. Why is the event Good for Bishoftu town 1
3. About event organizer 2
4. Type of the event, duration and projected spectators 2
5. Target Group 3
6. Location and venue 3
7. Benefits of sponsoring company 3
8. Payment Terms 4
9. Impact assessment report 4
10. Financial Breakdown 5
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4. 1. About Bishoftu city
Bishoftu/ Debre-zeit is a city located 40km away from the capital Addis Ababa with toll road access
and 30 minutes drive from heart of the capital. It is a place where so many recreational centers are
located on 6 creator lakes. The town has a rapidly growing population and the youths represent nearly
60% of the total population of the city.
There has been a big improvements in life style of the society along periods it due to relocation of
residents from different parts of the country mainly from Addis Ababa, Adama, Dire Dawa and other
oromia cities.
In the past years the city were known by air force base of the nation and most of the residents were
military employees and has strict life style but in the past ten years the city administration and the
federal government has put a big effort to turn the city in to commercial and industrialized area hence
there is an industry park with over 50 companies and there are over 160 companies, resorts, hotels
exist in and around the city.
The youths are employees and self employed with stable monthly income and researches imply that
nearly 50% of Ethiopians spend their earnings on food and drinks. Among others vast majority of the
population have a habit of get together to have beer at hotels and bars and resorts on the weekends.
2. Why is the event Good for Bishoftu town?
Ethiopian New-year is one of the oldest holidays still celebrated in our country though, the nature of
the festivities has changed over time to a holiday associated with nationality, relationships, and
introspection rather than a religious and traditional celebration, although many people do still follow
older traditions. It is now becoming trendier to often mark the festivities and with series of events, and
reflection upon the last year achievements while looking ahead to the future’s possibilities.
This specific event takes advantage the current national unity that induce a positive energy to all
Ethiopians by bringing about unlike anything else, an opportunity for the residents of the town to
celebrate, mingle and exchange in a newly found happiness and a clean slate while, reflecting
opportunity to learn from the prior year and make positive changes in their life.
Moreover, the agony of the past year bad news induced by political motives and resulted into several
misdeeds and displacements can be alleviated by creating this kind of opportunity for residents to
interact and exchange through culture, especially in the Ethiopian New-year, will definitely have
paramount importance to wash away bad memories and transform once mindset.
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5. 3. About event organizer
We are an integrated marketing company, driven by the singular goal to make our clients’
brands succeed.
Founded in 2015 by individuals who have decades old reputation in the areas of event
management, marketing and promotion; ThumbsUp now is a collective of passionate &
dedicated technologists, designers, marketers, innovators, writers and story tellers working in
a collaborative environment to deliver effective & meaningful solutions wrapped in the
creative flair that has always defined who we are.
In this particular project, we come with an intention of approaching our targets with different and
unique way of entertainment. We will bring utmost exuberance and music experience in an ambience
top up with finest music and entertainment showcased by renowned DJs to create unforgettable
exploits.
We have organized several events ranging from international music festivals, electronic music feasts
and other hallmark events to concerts and small entertainment extravaganza in hotels in Addis and
beyond. Last year we had managed to showcase several musical events at different venue in Bishoftu/
Debre-zeit with great success both for its objectives and parties expectations.
4. Type of the event, duration and projected spectators
The party will be hosted in the nominated venue by the name “#Beshenana” an oromifa word
meaning “recreation” or “መዝናናት” in Amharic. This event will be hosted on the Ethiopian New-year
which is September 12, 2019 (መስከረም 1፣ 2012).
The event is in general a live show with full-band “Groove Addis band”, showcasing renowned
performers with a combination of Dj sounds with best sound and light system possible. The event will
also feature various testy foods and barbecue with discounted beer will definitely be an attractive spot
for anyone who wants to celebrate the New-year vividly. Moreover, the venue is strategically located at
the heart of the town with lot of passer-by around, makes it easier for the organizers to promote the
event for the target audiences, and we expect bigger crowd to come and celebrate the festivity with us.
The hallmark will certainly play a significant role in achieving the desired outcome helping your brand
to constantly build a strong relationship with your consumers and assure significant change in the
consumer test and preference.
On average we expect our event will attract more than 500 crowd with a demography of, university
students, city visitors, workforce at the industry sites, with an age bracket from 19 - 45 will be expected
to partake in the event.
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6. 5. Target Group
As mentioned in the background the target group are youths reside in and around the city mainly
those who generate income by themselves. Those groups have more or less similar way of
entertainment styles while spending their quality times. Moreover, we target all residents of the town
which are with the age bracket from 19 - 45 and as the Bishoftu town is hub for tourists and diaspora
visitors, the organizers will make sure the promotion campaigns addressed the designated targets.
6. Location and venue
The event venue will be at “Etalem Restaurant” which is chosen due to the fact that it is found at the
heart of the town near the main bus terminal, a location where many businesses, sport and
entertainment facilities and mid-income residents clustered. This area is recognized as a hot spot for
shopping, mingling, recreation for which many people spend their spare time enjoying around.
Besides, we chosen the area, on the basis of our earlier reputations access for transportation, safety
and other parameters.
7. Benefits of sponsoring company
Enhancing the company’s visibility and image and helping to create a closer relationship to current
and/or new clients are the primary benefit of the sponsoring company.
Promotion of your sponsorship (your company) across social media platforms mainly on Viber,
Telegram and facebook will take place. A fan group called “#Beshenana” has been created and
spectators will be requested to join the group to share their thoughts and feelings on the event that
also will help developing the event.
7.1. Sole sponsorship
The Sole Sponsorship of the event will go to Anbessa Beer All promotions in relation to
introducing the Event to the target groups in any of the outlets should be in a Sole attachment
of Anbessa Beer No other sponsors should be considered and entertained in any of the
promotion activities of the event. So Anbessa Beer will appear as a Sole Sponsor for this event.
7.2 Specific proposal for the sponsor’s brand visibility
There will be standing banners of your products vividly placed in 8 locations of the venue and flyers
with lottery tickets printed in the back with attractive and funny prizes for the spectators.
Advertisement banners also be used with printed logo’s of your company and its product at the
gate of the venue and central locations of the city which will add up to the brand visibility.
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7. 7.3 Fee or contribution involved in the sponsorship
(monetary or non-monetary)
Your company will avail its products at discounted price and arrangement will be made with the
nominated outlets and will be presented on the contractual agreement.
7.4 Promotion strategies and Approaches
The promoter will deploy a number of multi-channelled creative strategies to promote the event. One
of the proposed strategies is the use printed leaflets of promoting the event with lottery tickets on the
back side. There will be banners to be hanged on the centre of the city and at the gate of the
nominated outlet and both leaflets and banners will have logo and products of Anbessa Beer
exclusively.
The other media placement strategy is using a direct announcement on through a vehicle mounted
loud speakers with mashed up popular songs.
8. Payment Terms
Down payment of 80% of the project budget shall be made upon singing of the ‘Event Agreement
Contract” and the final payment will be settlement will be paid upon the successful accomplishment of
the event activities.
9. Report
Accomplishment report will be generated after the event will be kicked-off comprising the activity
report and impact assessment report together with financial expenditure report.
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8. 10.Financial Breakdown
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Financial Proposal
No Description Amount(ETB)
I Production
1
Graphics design and Content Development for Flyer, Banners, Posters,
Social Media campaign
12,000.00
2 Audio jingle production for the event 5,000.00
3
Motion Graphics and Ads production for backdrop video during event
execution
7,000.00
II Event Execution Costs
1 Fee for Djs 5,000.00
2 Fee for Musicians # 5 25,000.00
3 Fee for Performers #4 20,000.00
4 Fee for Lead Performers #2 20,000.00
5 Fee for Stage manager and MC 7,000.00
6 Main Stage Rental 12,000.00
7 sound and lighting system Rental 30,000.00
8 Event Management 5,000.00
III Logistic and Distribution
1 Announcement on vehicle mounted loud speakers 10,000.00
2 Transportation of equipment 5,000.00
3 Loading and Unloading 2,000.00
4 Poster and Banner Mounting Expenses 3,000.00
5 Flyer distribution 3,000.00
IV Printing and other Expenses
1 Flyer printing 2000 8,500.00
2 Poster Printing 300 5,500.00
3 Banner printing 2Mx1M 12,500.00
4 Other administration expenses 10,000.00
Total 207,500.00
Contingency 10,375.00
VAT 32,681.25
Grand Total 250,556.25