» Corporate Sponsorship and Naming Rights as a Funding Solution for Capital Projects Presented By Judy Haber Performance Sponsorship Group

» 2 Sponsorship Sponsorship can be defined as the exchange of cash or in-kind services for a commercial reward. Corporate sponsorship is most often driven through the marketing department and typically the corporation receives crediting on marketing and advertising materials, hospitality opportunities and on-site sales promotions in exchange for the sponsorship fee. Tax receipts are not offered for corporate sponsorships.

» 3 Why Companies Sponsor The general reasons why corporations sponsor events/activities/programs/institutions? Develop brand awareness; Position the sponsor within the core of community activities; Link the attributes of the event/activity/program/institution to the attributes of the brand; Build relationships based upon customer lifestyle and interests; Differentiate between the sponsor and competitors; Provide a sales platform for products and/or services; and, Exploit entitlements offered by the event/activity/program/institution.

» 4 What Sponsors are Looking For In descending order of importance: Category exclusivity On-site signage Broadcast advertising opportunities ID in property’s media buy Title of proprietary area ID in property’s collateral materials Ad in program book Access to property’s mailing list/database Presence on property’s website Access to property’s research Right to use marks/logo

» 5 Evaluation Port Colborne Health & Wellness Centre

» 6 Examples of Typical Facility Assets Tangible Hosting & hospitality; Tickets; Signature events; Access to special privileges; Signage—internal and external; Media communications—media kits, press releases; Stakeholder communications—posters, brochures; Advertising—print and electronic; Billboards; Foundation materials; Direct mail; and, Online. Intangible Category exclusivity; First right of refusal; Showcase; Sampling; Prestige of property; Management competency; Networking through access; Use of wordmark; Brand Linkage; Strength of market position; Corporate culture; and, Quality of public relations.

» 7 Case Study - Orange County Baseball Field Summary of Asset Analysis Signage – External $ 150,000 + Signage – Internal $ 73,000 Offsite Signage $ 226,000 Advertising – Paid $ 175,000 Advertising – Electronic $ 141,000 Promotional Materials $ 576,000 Onsite Promotions $ 42,000 Electronic Promotions – Web $ 27,000 Estimated Annual Value of Tangible Assets $1,410,000 + Estimated Annual Value of Intangible Assets $ 637,000 Total Annual Value $2,047,000 + ROI of 5:1 for an annual fee of $ 400,000

» 8 Entertainment Destinations s

» 9 Multi-Use Facility

» 10 Sports and Entertainment Centre

» 11 Multi-Use Recreation Facility/Education

» 12 Education / Recreation Hamm Construction

» 13

» 14 Secondary Sponsorships

» 15 Secondary Sponsoships

» 16 Performance Sponsorship Group Phone: Website: