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1. Presented by- Mayank Dixit
Business Development

2. Global Sponsorship Spending

3. Global Sponsorship Spending by region

4. Sponsorship Marketing Spend trend

5. Sponsorship Marketing Spend types
36%
41%
Sports 23%
26%
36%
22%
27%
Causes 26%
31%
31%
28%
27%
Community events / festivals / fairs 12%
23%
30%
15%
23%
Online sponsorship 9%
19%
23%
11%
12%
Arts 13%
12%
2007; N=132
22%
20%
2008; N=165
16%
Entertainment 19%
21% 2009; N=110
18%
12% 2010; N=106
Associations and membership 12%
19%
organizations 17% 2011; N=120
15%

6. Sponsorship Opportunities
• Showcase community/social • Access to property provided research
responsibility • Rights to survey audience on-site
• Sample/displays/showcase • Spokesperson access to personalities
products/services • Cross-promotion opportunities
• Entertain clients prospects • Access to property merchandise
• Gain on-site sales rights • Access to property database/mailing list
• Drive retail/dealer traffic • Right to property logos/marks
• Excite employees • Property collateral materials
• Incent sales force • Property’s media buy
• Networking • Right to promote co-branded product
• Create awareness/visibility services
• Increase brand loyalty • Category exclusivity
• Change reinforce brand image • On-site signage
• Access platform for experiential • Broadcast ad opportunity
branding • Presence on property website
• Title of proprietary area

7. Why Sponsorship
•Generate visibility & awareness In general, what makes the difference for
sponsors are…
•Create or change image •A property’s ability to go the extra mile
in servicing
•Differentiate from competitors •Its willingness to create and help
execute activation Ideas
•Demonstrate commitment to specific group •Its delivery of sizeable return on
investment relative to the fee
•Gain platform for business-to-business
Service: Sponsors Reward Flexibility,
marketing Accommodation
Creativity: Properties That Think, Act
•Merchandise at point of sale Like Agencies Win Out
Value: Who Delivers The Biggest Bang
•Demonstrate product attributes For The Buck
•Build sales (both direct and indirect)

15. • Opportunity
• Audience Information
• Benefits
• Call for Action

16. Sample

30. • Co-sponsorship of others event
organized
• Sole sponsor of sub event-
workshop/forum etc.
• Guaranteed visibility
• Editorial features
• Full promotional rights
• Rs. 1 Lacs worth of activation
credit

31. • Targeted Sampling and display
• Sales and Marketing Inserts
• 50,000 member database
• Recognition, invitation and
participation in other events
• Service driven partnerships/
Biannual Reports

34. Why proposals get declined
The most common reasons for getting turned down are:
• They don’t answer the key questions the partner is asking
• Isn’t in a format that they can sell internally
• They don’t show how the partner will get their money back
• They aren’t directed to the decision-maker
• The concept isn’t a match for the partner’s marketing strategy
• A solid relationship has not been built
• Information came in at the last minute
o 6-8 weeks for large companies (Nike, P&G, etc.)
o 5-6 you keep getting weeks for smaller companies (Brand Jordan)
o 2 weeks or less: get the heck outta here…
• “The Ask” is not included (you know, what you're actually asking for)

35. Common mistakes
1. Inadequate Preparation
Today’s economic climate requires you to get inside the head of the typical brand
manager and a deliver a plan and event model that will meet his/her concerns.
2. Mass Sponsorship Proposals
Sending a generic proposals to many brands which have different-2 requirement.
3. Failure To Understand The Partner
Failing to learn or understand your partner’s business (i.e. how they make money).
4. Tied To The Plan
Failing in love with your plan (creating stubbornness, inflexibility, and
defensiveness).
5. No measurable objectives
Failing to recognize that proven ability to create ROI is what really matters to
brands.
6. Bigger Is Better
Providing decks that are four inches thick (size does matter and shorter is better).
Be prepared to have multiple presentations in different lengths.

36. Common mistakes
7. Bad Timing
Forgetting that timing is everything. Don’t raise money at the last minute. It
will be already be too late and cost of desperation will be too high cultivate the
relationship.
8. Price Wise/Partner Foolish
It’s not just about getting the best financial deal, it’s also about learning what
other strategic benefits the partner brings to the table.
9. No Competition
Believing and professing to brands that your event has no competition
10. Benefits offered do not meet sponsor’s objectives (e.g. increased
sales)
11. Lack of communication between account manager and sponsor
12. Poor event documentation (e.g. after action report)
13. Too many sponsors
14. Sponsorship does not have a favorable impact on the audience

37. Here’s What You Need
• Ability to understand the Brand Manager/Agency Account Manager
need
• Amazing executable Concept/Unique Event Model
• In a Large or Fast-Growing or Hard-to-Tap Market
• Defensibility
• Repeatable ROI Model
• Reasonable Financial Terms
• Measureable Milestones for Success
• Agility To Adapt to Market Reality
• Mastery of the Art of Persuasion

39. How valuable are the following metrics to
you in evaluating sponsorships?

40. Modern Sponsorship Management

57. Sponsorship Measurement process