This document outlines the "10 Commandments of Events Sponsorship". It provides guidance on selecting the right events to sponsor by choosing ones that fit your brand values and target audience. It also advises evaluating potential risks to brand image from events and creating memorable experiences for attendees. Additionally, it recommends consistency in sponsorship over time, maximizing sponsorship through integrated marketing, paying attention to details, and evaluating sponsorship results and return on investment.

1. THE 10 COMMANDMENTS OF
EVENTS SPONSORSHIP
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2. THE 10 COMMANDMENTS
OF EVENTS SPONSORSHIP

3. 1st Commandment:
Determine your position vs. sponsorship
 Is sponsorship relevant for your brand?
 Will sponsorship help you achieve your brand objectives?
 WHAT do you want to achieve?
 HOW do you want to achieve it?
 Within WHICH budget can you operate?
 Be proactive, not just reactive. Allocate upfront a budget that will
ensure you a relevant presence in the live entertainment field

4. 2nd Commandment:
Select the right event
 Don’t sponsor the events that YOU like, but the ones that
YOUR TARGET likes.
 Does a particular event fit your brand values / communication
strategy and can be integrated in your marketing plan?
 Does this event makes you stand out of the crowd?

5. 3rd Commandment:
Evaluate the potential risks
 Beware of events with potential damaging effect for your
brand image!!!
 Understand the effects of the sponsorship:
 Immediate positive / negative impact – unlike the other traditional advertising
channels
 The consumer will judge you based on the experience he had at the event

6. 4th Commandment:
Create a memorable experience
 Be part of the FUN, not just part of the branding !
 Connect the atmosphere and the experience of the event with
your brand values
 Let your brand contribute to the success of the event

7. 5th Commandment:
Less is more
 Avoid over-exposure!
 People come to events for the stars and for the experience, not
for the oversized logos
 In event sponsorship, quality is always better than quantity

8. 6th Commandment:
Be single minded
 Plan well ahead and then stick to your plans
 Target a specific and well defined target group with the right
events
 If you have several target groups, create tailor made platforms
for each of them

9. 7th Commandment:
Be consistent
 Sponsoring an event once in a while will not make the
difference
 To become relevant to your target group, you must develop a
long term platform that will:
• Bring credibility to your message
• Create consistency for your brand
• Gain a certain ‘’coolness’’ among your target group

10. 8th Commandment:
Maximize your sponsorship
 Just being a sponsor is not enough
 Plan your sponsorship and integrate it into your marketing
calendar & budget
 Use your sponsorship to create new marketing opportunities
and activities before, during and after the event

11. 9th Commandment:
Pay attention to the details
 A nice branding will never compensate for a poor
experience
 If you have selling presence at the venue, make sure you
ensure:
- Enough selling points
- Enough quantity
- Adequate distribution methods
- The proper product quality (ex: cold drinks)

12. 10th Commandment:
Evaluate your sponsorship results
 Any event is a great research opportunity. Use it!
 Look for quantifiable results and return on investment
- Impact in your key brand indicators
- Audience at the venue (both in terms of quantity and quality)
- Media exposure and free PR
- Direct sales and sampling

13. BONUS !!!
The 11th Commandment
(the secret one…)

14. HAVE FUN!