The document discusses sponsorship, defining it as a marketing activity where a company pays for an event, program, or project to develop its brand equity. It notes sponsorship allows companies to connect with customers' passions beyond simple awareness. The types of sponsorship include one-off, recurring, fashion, music, sports, and more. It outlines the sponsorship cycle of objectives, strategy, selection, negotiation, activation, and evaluation. It provides guidelines for evaluating potential sponsorships based on relevance, alignment, compatibility, feasibility, and uniqueness. The approach involves determining strategic focus areas, principles, frameworks, shortlisting, and selection/execution. It notes an effective methodology includes defining targets, budget, plan, execution, return on investment monitoring. It closes

1. Sponsorship
U n d e r s t a n d i n g o f s p o n s o r i n g
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2. What is Sponsorship
D e f i n i t i o n o f S p o n s o r s h i p

3. Sponsorship is a marketing activity that enables a
company to develop brand equity through
increased experience
• Sponsorship is a type of marketing activity where a
company pays for all or some of a project /
programme / event in order to develop brand equity
• Sponsorship enables a company to connect with
people's passions and be relevant to their daily
lives, beyond simple brand awareness
• When done right, sponsorship can drive behaviour
change and reinforce brand message
Sponsorship definition and type
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4. Types of sponsorship (non-exhaustive)
One-off
Recurring
partnership
FashionMusic Sport
Charity Education Traditional
Event
TV
programme
Project
Tenure
Format
Theme
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5. Sponsorship Cycle
K e y p r o c e s s e s i n v o l v i n g i n S p o n s o r s h i p

6. Sponsorship Cycle
6
Sponsorshi
p Activation
Business
Objectives
Strategy
Development
Contract
Negotiation
Search and
Selection
Portfolio
Audit
Monitoring
and
Evaluation
Planning
> Competitor Analysis
> Sponsorship Themes Identification
> Sponsorship Strategy Creation
> Sponsorship Process Definition
> Selection of Frameworks
> Property Identification
> Best – fit analysis
> Right holder liaison
> Drafting commercial terms and rules
> Legal briefing
> Prioritizing Activity
> Budgeting
> Marketing integration
> Internal Communication and alignment
> Aligning with selected
vendors
> Vendor managing
> Program execution
> KPI Reporting
> ROI and ROO calculation
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7. For any potential association and alliances, the RACFU
evaluation toolkit, comprising of 5 key criteria is to be
utilized…
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RACFU evaluation toolkit
RELEVANCE to brand’s business objectives – Grounded with brand's mission and ambitions
ALIGNMENT with brand identity – to ensure positive leverage from each and every association
COMPATIBILITY FIT for purpose – taking into account your brand
FEASIBILITY in terms of cost and benefits – both quantitative and qualitative aspects
UNIQUENESS to brand – Occupy 'white space' and not as a 'copy cat' or portray a 'me-too'
image
II
III
IV
V
I
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8. Approach to Sponsorship
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Determine strategic
focus areas for
sponsorship
Identify key guiding
principles based on
KSF
Develop strategic
framework for
sponsorship
Shortlist potential
sponsorships based
on strategic
framework
Select sponsorships
and execute
1
2
3 4 5
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9. HWYA
To increase campaign effectiveness, a
well-defined methodology will be followed
9
Campaign – Methodology to increase campaign
effectiveness
Define strategy
and targets
1 Analyze strategy/ target group
2 Define targets and KPIs
Formulate budget
and action plan
3 Define and allocate budget
4 Plan campaign and design
channel mix
5 Execute
Calculate RoMI
and monitor
6 Calculate RoMI
7 Monitor and analyze KPIs
A B C

10. “
HWYA
Quote
Sponsorship is about putting your
name and reputation on the line for
someone else. It could be as simple as
recommending someone for a new
role, yet it's one of the most powerful
cultural tools any organization has.
Lynne Doughtie
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11. THANK YOU
Hnin Wutt Yii Aung
+959 43192909
wutyee16@gmail.com
https://www.linkedin.com/in/hnin-wutt-yii-aung-
b8aa8535/