Sponsorship and more

Articles, ressources and ideas for marketing professionals.
We also make easy-to-use sponsorship evaluation tools at Elevent.ca.

5. Soliciting Sponsors


The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the fifth of ten articles.

Soliciting sponsors is one of the biggest challenges when trying to raise funds. It takes more than good sales techniques; you must begin by putting together a good strategy and better understanding the inner workings of sponsorships. Continue reading

4. Fee structure and Sponsorship Valuation


The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the forth of ten articles.

Qualitative vs quantitative results

The traditional structure of a sponsorship proposal is divided into three levels:

  • Title and presenting sponsor(s)
  • Partners
  • Suppliers

This is just an example. You need not have each level for a successful sponsorship proposal. To establish the value offered for each level, here are some suggestions: Continue reading

3. Communication Plan

Sponsorship Ambush

Photo By Chris Liu-Beers

The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the third of ten articles.

Be seen and heard

It is essential to establish partnerships with different media outlets to help you build your event’s notoriety and get maximum visibility. You can create a synergy between media partners and sponsors that will generate great results and decrease the costs of the projected media buys in your communication plan. Continue reading

2. Sponsorship Structure

Sponsorship Agencies

Photo By Namphuong Van

The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the second of ten articles.

Do more with less.

In an ideal world, each property should work with a limited number of sponsorships. This will enable you to provide the best benefits and services that are adapted to their specific needs. In addition, the less sponsorship partners you have, the more rights you can give them and the less brand clutter you will create. As a result, you can gain more revenues from each sponsor. However, in reality, this strategy can be somewhat difficult to carry out and poses certain risks, particularly if you rely on few sponsors and a major one pulls out of your event. Continue reading

Sponsorship Management Guide for Properties


Everything you have ever wanted to know about sponsorships (but were afraid to ask)

A sponsorship is a sophisticated and complex marketing tool; it entails an entire strategic process of solicitation, negotiation, and customer service. What’s more: professionals who are responsible for sponsorships must fully grasp both traditional and non-traditional marketing communication channels as well as the inner workings of several different markets. Sponsorships can be leveraged to achieve many objectives and reach different target audiences. It is therefore important to understand the basics before launching a full-fledge sponsorship campaign. Continue reading

1. Sponsorship Property and Asset Inventory


The Elevent team pooled it’s knowledge to put together this practical guide on sponsorship management, from a property perspective. This is the first  of ten articles.

A sponsorship is partly based on what a property can offer a sponsor in terms of rights and benefits. The first step to developing an attractive sponsorship proposal is to draw up an inventory list of all the benefits and assets your property can already provide as well as the benefits that can be subsequently created and commercialized. Here are some examples: Continue reading

Say no to the show


How to handle sponsorship requests and refusals

Some people have a hard time saying no. With sponsorships, it’s part of the routine for big sponsors, but also for smaller, local businesses that might have to refuse distributing money to members of their community.

Saying no to sponsorship opportunities is part of having a well-structured and strategic program. It also all about finding the right properties that align with your specific objectives. Turning down offers require a certain finesse if you do not want resentment to build with potential customers and influencers. Continue reading

Sponsorship evaluation: what big sponsorship agencies won’t tell you.

Sponsorship Agencies

Photo By Namphuong Van

Sponsorship valuations have always been the specialty of a handful of agencies or consultants because it requires media knowledge and a thorough understanding of sponsorship.

Sponsees and sponsors alike have very little information on how sponsorship evaluations are actually done. Today we open the black box and share some of the practices. As the old saying goes, knowledge is power.

Media values

At the core of the sponsorship value evaluation lays the media values. Equivalencies are used to determine the value of sponsorship assets compared to other communication channels and their actual costs. Our media values are always up to date. Furthermore, we use media values for every single market. That means the values are specific to your reality and are a more precise representation of the value of your sponsorship package. Continue reading

Top 10 sponsorship ambushes

What is ambush marketing?

Sponsorship Ambush

Photo By Chris Liu-Beers

Ambush tactics are used when a non-sponsor tries to associate itself with an event by using communication techniques that will lead consumers to believe the company acts as an official sponsor. There are many different sponsorship ambush tactics. The most notorious involves buying media during air-time of an event, or around it, with out-of-home advertising. Others involves promotion using a theme similar to the event’s or even sponsoring a similar event to create confusion.

Has this morally disputable practice been diminishing due to the increasing legal protection granted to property and its sponsors (which is the case with the Olympics)? Somewhat, but the ambushers are finding even more creative ways to do so within the boundaries of the law. The upcoming Sochi Olympics will tell us if ambushing boundaries will be pushed once more.

10. 1984 Los Angeles Olympic Games – Kodak (Actual sponsor: Fuji)

The Origins of Ambush Marketing

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Sponsorship value VS market value: the art of pricing


One is a valuable tool in the sponsorship armoury; the other may be the harsh reality of offer and demand.

In fact, sponsorship evaluations provide a valuable sounding board to determine pricing, assess the market value and manage the sponsorship portfolio.

Why do I need to evaluate sponsorship proposals?

For properties:

As each new proposal you build is customized to the sponsor’s specific objectives, you need the sounding board of evaluation every time. First, you do not want to put yourself in a bad place pitching a ridiculous amount to a brand: they will evaluate the true value of your sponsorship (read further)! Moreover, each package being different, you don’t want sponsors with similar levels to have a disproportionate amount of assets for the same rights fee. It’s a tool that will keep fairness, and maintain harmony between sponsors. As a general rule of thumb, you want the value of the proposal to be at least at par with the asking price. Sponsors are looking at a 2 to 1 or even 3 to 1 ratio, due to the uncertain nature of sponsorship. Evaluating your proposals will ensure that you get the right value for your proposal.

 For sponsors:

Sponsorship valuation is an essential part of acquiring a new property. In this day and age, all marketing expenses can be under scrutiny. This is especially true for sponsorship because of its very nature: the presence of hospitality and the entertainment aspect attached to it might raise suspicions that the decision to sponsor was motivated by top managers’ appreciation of a particular sport more than by sound market insight. John Kerry, secretary of state, raised the issue in his now infamous quote about sponsorship being wasteful. He tried, to no avail, banning companies that received bailout money to pursue such a marketing strategy.

Continue reading