1. Practical Events Management Lecture Seven: Event Sponsorship and Branding

2. Defining Sponsorship “In it’s simplest terms, sponsorship is the purchase of exploitable rights and marketing benefits that arise from direct involvement with a personality/player, special events, programme, club or agency” (Bowdin et al, 2006:228)

3. Why Sponsorship? Sponsorship is a form of integrated marketing communication Sponsorship is a form of integrated marketing communication Growth in popularity of events Growth in popularity of events Ability to tap into niche markets Ability to tap into niche markets Sponsorship is concerned with the creation of market awareness Sponsorship is concerned with the creation of market awareness Local markets Local markets National markets National markets International markets International markets

4. Suitability of Sponsorship Don’t assume that sponsorship is an appropriate source of income! Don’t assume that sponsorship is an appropriate source of income! Gerald and Sinclair (2003) identify a number of questions that you should ask before seeking sponsorship as a revenue stream: Gerald and Sinclair (2003) identify a number of questions that you should ask before seeking sponsorship as a revenue stream: Does the event have sufficient rights or benefits that can be offered to sponsors? Does the event have sufficient rights or benefits that can be offered to sponsors? Are the event’s stakeholders likely to approve of commercial sponsorship? Are the event’s stakeholders likely to approve of commercial sponsorship? Are there some companies that are not suitable as sponsors? Are there some companies that are not suitable as sponsors? Does the event have the resources to market and manage sponsorship? Does the event have the resources to market and manage sponsorship?

5. Benefits of Sponsorship Companies: Companies: Customer goodwill Customer goodwill Increase sales Increase sales Increase brand awareness Increase brand awareness Brand-lifestyle link Brand-lifestyle link Niche market Niche market Client entertainment Client entertainment Demonstration of product capabilities Demonstration of product capabilities Creation of merchandising opportunities Creation of merchandising opportunities Government agencies: Economic Enhancing community Increasing social interaction Sharing ideas Developing community infrastructure Winning popular support

6. Mutual Benefits of Sponsorship Event Event Financial investment Financial investment In kind services In kind services Marketing and media expertise Marketing and media expertise Event brand enhancement Event brand enhancement Product and service offers for event goers Product and service offers for event goers Business Increased brand awareness Brand image enhancement Product trial/service exposure Sales or hospitality opportunities Market interactivity

7. Matching a Grant of Rights Rights Holder identifies which rights they hold of interest and shared objectives to potential sponsors with shared values & markets Rights Holder identifies which rights they hold of interest and shared objectives to potential sponsors with shared values & markets Research the potential commercial value of those rights to a prospective sponsor Research the potential commercial value of those rights to a prospective sponsor Identify where (e.g.) media partnerships would also enhance these rights Identify where (e.g.) media partnerships would also enhance these rights Forge these (partner) relationships to up-weight their rights packages Forge these (partner) relationships to up-weight their rights packages Then identify how their overall rights could be appropriated into the most profitable (and most effectively ‘activated’) sponsorships.. Then identify how their overall rights could be appropriated into the most profitable (and most effectively ‘activated’) sponsorships.. These are drafted as the backbone to any sponsorship and represent the Grant of Rights which a Rights Holder is willing to sell or offer to a sponsor or partner in return for support of some kind (contra advertising, financial support, positioning support, broadcast support etc) These are drafted as the backbone to any sponsorship and represent the Grant of Rights which a Rights Holder is willing to sell or offer to a sponsor or partner in return for support of some kind (contra advertising, financial support, positioning support, broadcast support etc)

8. Identifying, Seeking, Researching and Securing Sponsorship Some rights may be media focused, some CSR, some activation/experiential, some very high entry value, some low value. Some rights may be media focused, some CSR, some activation/experiential, some very high entry value, some low value. A Rights Holder (and their agents) will review all rights, assets and benefits and ‘bundle’ them into the most effective, beneficial and profitable packages to support their needs/event/talent/artist A Rights Holder (and their agents) will review all rights, assets and benefits and ‘bundle’ them into the most effective, beneficial and profitable packages to support their needs/event/talent/artist Examples of Sponsorships: Examples of Sponsorships: Naming:Title, Headline, Founding Partner Naming:Title, Headline, Founding Partner Sponsor:Endorsements, Unique IP Activation Estates Sponsor:Endorsements, Unique IP Activation Estates Branding:Partnerships, contra, advertising Branding:Partnerships, contra, advertising

9. Pitching Sponsorship The Rights Holder (or Brand Owner) draft a proposal highlighting the potential SCOPE of a sponsored partnership and a Grant of Rights is presented The Rights Holder (or Brand Owner) draft a proposal highlighting the potential SCOPE of a sponsored partnership and a Grant of Rights is presented This is best presented within a bespoke pitch direct to the Brand Owner or Rights Holder to demonstrate why this proposed partnership has been identified as being mutually beneficial and sustainable This is best presented within a bespoke pitch direct to the Brand Owner or Rights Holder to demonstrate why this proposed partnership has been identified as being mutually beneficial and sustainable If the receiving party shows interest, a meeting will follow to negotiate the grant of rights (protection rights, rights extensions, rights restrictions, clause caveats, exclusivities etc) If the receiving party shows interest, a meeting will follow to negotiate the grant of rights (protection rights, rights extensions, rights restrictions, clause caveats, exclusivities etc) From these negotiations, the Rights Holder (or their nominated agent) will then draft a Sponsorship Contract which is usually reviewed at the end of each sponsorship cycle/term and either renegotiated or exited From these negotiations, the Rights Holder (or their nominated agent) will then draft a Sponsorship Contract which is usually reviewed at the end of each sponsorship cycle/term and either renegotiated or exited

10. The Sponsorship Approach A sponsorship proposal should address the following questions: A sponsorship proposal should address the following questions: What is the organisation being asked to sponsor? What is the organisation being asked to sponsor? What will the organisation receive for its sponsorship? What will the organisation receive for its sponsorship? What is it going to cost? What is it going to cost? It should include: It should include: An overview of the event An overview of the event The sponsorship package on offer and associated cost The sponsorship package on offer and associated cost The proposed duration of the contract The proposed duration of the contract Strategic fit between the proposal and the business Strategic fit between the proposal and the business

11. Maximising Event Sponsorship 360° activation of Rights and media for maximum brand exposure, placement and penetration before, during and after the festival, ultimately increasing market share, penetration and positioning for Tennent’s through groundbreaking activation 360° activation of Rights and media for maximum brand exposure, placement and penetration before, during and after the festival, ultimately increasing market share, penetration and positioning for Tennent’s through groundbreaking activation Positioning Tennent’s at the heart of the event and of the overall consumer experience through optimisation of the brand’s contractual sponsorship rights Positioning Tennent’s at the heart of the event and of the overall consumer experience through optimisation of the brand’s contractual sponsorship rights Drive and inspire real emotional connections between the consumer/audience and the Tennent’s brand both at the event and through all media output Drive and inspire real emotional connections between the consumer/audience and the Tennent’s brand both at the event and through all media output Why? Because consumers naturally feel passionately about the festival, but the association with Tennent’s needs constant and reinforcement year on year through highly creative and engaging brand activation Why? Because consumers naturally feel passionately about the festival, but the association with Tennent’s needs constant and reinforcement year on year through highly creative and engaging brand activation Creating powerful brand experiences through music to form an emotional bond between unique collective experiences (which “only Tennent’s can” deliver) such as… Creating powerful brand experiences through music to form an emotional bond between unique collective experiences (which “only Tennent’s can” deliver) such as…

12. Maximising Event Sponsorship T in the Park Logo Re-brand (2008) – Consumer engagement primarily identifiable through media usage (from launch through to promotions), BBC broadcast/TV footage including stage scrims and through Tennent’s Lager extensive onsite branding programHospitality Dressing – Extend brand identity and personality into back of house hospitality area, a modern take on the traditional pub theme T in the Park Logo Re-brand (2008) – Consumer engagement primarily identifiable through media usage (from launch through to promotions), BBC broadcast/TV footage including stage scrims and through Tennent’s Lager extensive onsite branding programHospitality Dressing – Extend brand identity and personality into back of house hospitality area, a modern take on the traditional pub theme Be Chilled – Product activity in campsite. Implementation of onsite structure and provision of product for an exclusive pre-order service allowing campers to order cans of chilled lager online before the event and collect them at their convenience throughout their stay on the campsite, offering a superior product experience Be Chilled – Product activity in campsite. Implementation of onsite structure and provision of product for an exclusive pre-order service allowing campers to order cans of chilled lager online before the event and collect them at their convenience throughout their stay on the campsite, offering a superior product experience The Collective – A bespoke area of the campsite for exclusive group competition winners inc. tents, communal area and daily Tennent’s Lager product drop The Collective – A bespoke area of the campsite for exclusive group competition winners inc. tents, communal area and daily Tennent’s Lager product drop T Break – the real backbone of Tennent’s music portfolio; grassroots artist support and promotion through this wholly owned 9 month annual activation campaign T Break – the real backbone of Tennent’s music portfolio; grassroots artist support and promotion through this wholly owned 9 month annual activation campaign Helicopter Rides – for key media, editors, sponsor VIPs, political figures and consumer competition winners, providing another “only Tennent’s can” experience of T in the Park Helicopter Rides – for key media, editors, sponsor VIPs, political figures and consumer competition winners, providing another “only Tennent’s can” experience of T in the Park Podcasts – amplifying Tennent’s exclusive contractual rights and access privileges to provide consumers with broadcast narratives of “life backstage” at T in the Park and “the T Break journey” for artists playing at the T Break stag Podcasts – amplifying Tennent’s exclusive contractual rights and access privileges to provide consumers with broadcast narratives of “life backstage” at T in the Park and “the T Break journey” for artists playing at the T Break stag T in the Park PR & Media Campaign – achieving record number of front pages, 650% ROI on £20m+ AVE campaign, extensive BBC TV network broadcast and R1/NME partnership amplification T in the Park PR & Media Campaign – achieving record number of front pages, 650% ROI on £20m+ AVE campaign, extensive BBC TV network broadcast and R1/NME partnership amplification

16. Sponsorship Management To ensure positive and enduring relations: To ensure positive and enduring relations: Have one contact person Have one contact person Understand the sponsor Understand the sponsor Motivate your staff about the sponsorship Motivate your staff about the sponsorship Use of celebrities associated with the event Use of celebrities associated with the event Acknowledge sponsorship at every point Acknowledge sponsorship at every point Sponsorship launch Sponsorship launch Media monitoring Media monitoring Undersell and over deliver Undersell and over deliver

17. Monitoring and Evaluating Evaluate the effectiveness of the partnership and how the sponsor and event have contributed to it Evaluate the effectiveness of the partnership and how the sponsor and event have contributed to it Measure the success of marketing objectives set by the sponsor with regards to the consumer Measure the success of marketing objectives set by the sponsor with regards to the consumer