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.”

I would further define sponsorship as a channel of marketing and advertising focused on customer engagement, education and lead generation primarily utilized in live or recorded content, that benefits from the properties ties to a target audience.

Why Brands Invest in Sponsorship

They believe sponsoring is the best use of their marketing and advertising dollars.

Key Sponsorship Strategies

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.

Making Virtual Events Profitable

A lot of what works for in-person events doesn’t work for virtual events. Many of the clients we have helped have been so focused on mastering new technology that sponsorship doesn’t become a priority until the very last minute.

We have made the jump and know how to create sponsorship revenue for virtual events.

Sponsorship Sales and Marketing

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

Sponsorship Management Services

  • 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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