Sponsorship & Event Management - Week 8

Sponsorship is said to be a very expensive tactics which is chosen by an organization, but in return the fruits of their goodwill is being delivered by a well-chosen and well-managed sponsorship. It is the act of goodwill that should not be confused with donations as it expects something in return.

The key points to remember from this reading are the different types of sponsorship, the structure of event management and the selection of sponsor benefits.

Sponsorship is constantly used by organization to emote goodwill and provide possibilities to raise the organization's image and reputation by associating an organization to an event. Sponsorship allows a focal point for sales and marketing efforts, and generates media coverage. Benefits include exclusivity, image association, hospitality for client entertainment, product sampling, signage rights, merchandising, networking with people of importance, media coverage, use of personnel for advertising, promotions and sales opportunities.

Different types of sponsorship includes:

• philanthropic sponsorship - often community-based
• corporate sponsorship - based on events or activity; never linked to the sponsoring organization's business
• marketing sponsorship - sponsorship most commonly used; includes cost effective sales and marketing strategy

Event management needs to be carefully managed in order to achieve a variety of goals and objectives. In creating events, Tonge (1999) proposes four steps to create successful event: feasibility, planning, execution and evalutation.

The readings make me think about how sponsorship represents the various aspects of public relations that applies, and focuses public attention on events, organizations or product over a short period. Sponsorship also works two-ways - with responsibility for positive benefits being taken by the event organizer as well as the sponsor.