What is Sponsorship?

IEG, a well-known publisher in the $57.5 billion sponsorship industry, defines sponsorship as: “a cash and /or in-kind fee paid to a property in return for access for the exploitable commercial potential associated with that property.”

Meaning that it isn’t like philanthropy where you are supporting a cause without any commercial incentive. In fact, it is the exact opposite – “sponsorship is undertaken for the purpose of achieving commercial objectives.”


What is Sponsorship? The Sponsorship Guy - hand touching sponsorship hexagon

Putting on a conference or event?

Benefits of Sponsorship - Cheering at Baseball Game

Benefits of Sponsorship

The Halo Effect

When you sponsor a property, you are borrowing their fans, premises, and associating yourself with their values. If you sponsor the state fair, your brand is associated with a family event. If you sponsor a sports team, you get recognition and the ups and downs of winning and losing. If you sponsor a cause, you are telling the market what you care about.

Foster Credibility

Sponsors get to build trust and establish rapport with a property’s fans. The key to success is to align with opportunities and brands that align with the values of your organization.

Build Brand Awareness

A good sponsorship will provide strategic opportunities to showcase a sponsor’s brand before, during, and in some cases, after the event.

Engage with Your Audience

Sponsorship gives brands the ability to have a two-way conversation by increasing a brand’s relevance while networking with customers and prospects.

Our Process is Straightforward

We help events increase sponsorship revenue. These are the main actions we take:
  1. Review and analyze what is currently being done in order to determine opportunities
  2. Collaborate to create strategies and tactics, materials, offers, pricing and targets
  3. Go to market in their behalf with a comprehensive sales campaign
  4. Deliver more sponsorship revenue and more satisfied sponsors
Our Process is Straightforward - Business Improvement Gears

Sponsorship Revenue Growth

  • Full Turn Key Sales Campaigns
  • Valuation and Research
  • Pricing Strategies
  • Prospect Identification
  • Research and Analysis
  • Proposal Creation

Sponsorship Cost Reduction

  • Negotiation of Agreements
  • Vendor Resources
  • Contract Management
  • Implementation Management
  • Fulfillment Reports

Strategic Sponsorship Services

  • Digital Strategies
  • Business Plans and Tactics
  • Sales Training
  • Budgets and Forecasting
  • Investor Resources
  • Sponsorship Marketing
  • Telephone Consultations

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