Sponsorship

Sponsorship can enhance your ability to deliver a high-quality experience for attendees while adding to your event’s credibility, promotional efforts and financial viability.

Value flows in three directions within a sponsorship arrangement:

• An organisation considering sponsoring your event will want to know the return on their investment.
• Your event needs to receive a tangible benefit from the sponsorship.
• The sponsorship value should also flow through to the experience of your attendees to ensure that all parties benefit.

Sponsorship investment can come in many forms such as cash, advertising, prizes, professional services, exclusive offers for attendees and more. In return for this investment, you should be creative with your offerings and work to the strengths of your specific event and attendee demographics to add value for your sponsors.

TIPS

Choosing Sponsorship Partners

• Create a wish list of sponsors – consider which organisations have a public image and customer demographic spread that align with those of your event.
• Identify the reasons that a sponsor may come on board for your event such as brand awareness, community philanthropic strategy or an opportunity to host their own clients.
• Think about creative ways your potential sponsorship partners could add value to your event and your attendees’ experience.
• Identify strengths and resources that your event can leverage to create value for your sponsor.
• In your research, find out who the best person/role within the organisation is to pitch your proposal to and ensure it gets to them directly.

Sponsorship Proposal

• Research each potential sponsor and write a tailored proposal which shows the value of their involvement and how it will specifically benefit them.
• Create a visually appealing and well worded proposal – this is your selling tool and is highlighting your event to potential sponsors. Inclusions to consider:
  • Event description – event name, date, venue, important features and facts
  • Target audience demographics
  • Sponsorship options i.e. sponsorship tiers
  • Sponsorship benefits (refer examples below)
  • Proof of value – social media metrics, event statistics, testimonials etc. For new events, use any reliable forecasting metrics that you have available.
  • Timeline of opportunities leading up to and following your event.
  • Basic terms and conditions – these can be negotiated and finalised at a later date as agreed by both parties

Examples of Sponsorship benefits

• Sponsor status – use of phrase ‘Major sponsor’, ‘Event Partner’, ‘Gold sponsor’ etc
• Naming rights – for the whole event or certain aspects within it
• Signage rights – sponsor name and/or logo on signage at the Event 
• Recognition of sponsor  
  • Recognition in promotional material produced in connection with the Event (e.g. newsletters, programmes, registration forms, posters, print advertisements, social media postings, event site signage including flags and banners, Event website with hyperlinks to the sponsors website) 
  • Use of logo as supplied by the sponsor 
• Advertising and promotion 
  • Radio and print media – publicise the relationship between the sponsor and the Event 
  • Media release – ensure the sponsor is mentioned and the relationship acknowledged in any media releases concerning the Event and related activities
  • Public Address System – include recognition of the sponsor in public address system announcements at the Event
  • Leverage benefits – proactively look for and create opportunities for newsworthy activities in connection with the Event to ensure maximum potential for media coverage of the Event. 
• Receptions, Functions and Leveraging opportunities 
  • Invitations/tickets - complimentary tickets to the Event and/or to any functions that would take place in direct relationship with the Event. 
  • Speaking opportunities at functions
  • Corporate hospitality hosting
  • Leveraging opportunities as negotiated between the Event and sponsor.
• Other benefits:
  • Branded merchandise and/or Event uniform
  • Securing paid work for the event (e.g. preferential supplier of event elements) 
  • Preferential seating or exclusive backstage access

Sponsorship Types

• Financial sponsorship – financial assistance to help cover the cost of the event, making it more feasible for you to plan and execute it successfully.
• In-kind or Contra sponsorship – products or services in lieu of cash sponsorship. For example, a catering company might provide food and drinks for an event in exchange for branding and marketing opportunities.
• Media sponsorship – advertising and promotional support for the event, such as coverage in print, online, or broadcast media outlets.
• Equipment or venue sponsorship – essential equipment or space for the event, such as sound systems, lighting, or stages.
• Talent sponsorship – keynote speakers, performers, or other talent for the event, adding value to the programme and enhancing the attendee experience.
• Promotional sponsorship – promotional opportunities to event organisers, such as inclusion in their marketing campaigns or cross-promotion with their own events or products.
• Barter sponsorship – exchanging products or services with the sponsor, such as a ticket to the event in exchange for services provided by the sponsor.

Sponsorship Tiers

• An effective approach can be to offer tiered sponsorship package options, providing varying levels of benefits to match the sponsor’s investment. Framing the sponsorship proposal in this way and ensuring exclusivity for higher tiers can increase the perceived value of your offerings.

Example: Promotional Partner Sponsorship Package Options:

Sponsorship Agreement

• Once your sponsorship proposal pitch is accepted and the sponsorship arrangements have been determined, you are ready to formalise a sponsorship agreement.
• Ensure you can meet your obligations in the agreement and don’t over-promise – ensure the benefits for the event match the work required to deliver the sponsorship requirements.
• Be prepared to negotiate aspects of the agreement to reach a mutually beneficial outcome with each potential sponsor – the sponsorship arrangement should offer you reciprocal value.
• Include all associated costs and income to your Event Budget from the sponsorship agreement and ensure the arrangement is financially viable.
• Identify who will pay for promotional assets – e.g. branded signage at event.
• Ensure sponsorship agreements are clearly communicated, well documented and signed by both parties.

Components to include in your Sponsorship Agreement:

• Name and identify the parties entering into the agreement
• Background – your event, the sponsorship relationship, context of agreement etc.
• Terms of the agreement:
  • Sponsorship benefits
  • Sponsorship payment terms
  • Dates the agreement is valid
• Disputes and Termination clauses – what happens if either party does not fulfil their obligations?
• Force majeure, extreme weather events etc
• Execution – signed and dated by both parties
• Sponsorship overview – summary of important points
• Post-event reporting requirements

When you have reached a consensus with your sponsor on the terms of the agreement it is important to get your formal written agreement checked by a legal advisor to ensure that you are aware of any legal implications that may arise from its terms or wording, and that it is an enforceable, legally binding document. If you do not have a lawyer, Community Law offers free legal help throughout New Zealand.

Managing Sponsorship Relationships

• Assign a dedicated person to manage the relationships with sponsors. They are responsible for liaising with the sponsor and the delivery of the sponsor’s benefits.
• Ensure the sponsor’s acknowledgements / recognitions are managed correctly. For example, using correct logos on promotional materials.
• Highlight your sponsors in different channels in the lead-up to and throughout the event to add value to your offering.
• During the event, ensure sponsors and partners are greeted and hosted accordingly.
• Ensure post-event reporting is shared with sponsor’s highlighting the benefits and value of their sponsorship.

Useful Links:

Online Articles

The Complete Guide to Event Sponsorship in 2023 (bizzabo.com)

Pitching to sponsors: A 10-point guide for event organizers (zoho.com)

Information focused on Sports Clubs in New Zealand

Fundraising and sponsorship | Sport New Zealand - Ihi Aotearoa (sportnz.org.nz)

Have You Considered?

• What are the target demographics of your attendees? How do your potential sponsorship arrangements fulfil their needs and wants?
• Have you checked the spelling, grammar and formatting in your sponsorship proposals?
• Can you complete all preparations in time to deliver value to sponsors as agreed?
• Ensure event measurement tools are in place to collect data, metrics and testimonials for post-event reporting. These are valuable selling tools for future events.
• Have you considered other funding sources? Check out our Funding page here.