Recap SU5 - Event Sponsorship

Standard Chartered recently signed a UK£50 million per year sponsorship deal with Liverpool football club for 5 years.

Which of the following are correct?

• Standard Chartered can enhance its brand visibility

• Standard Chartered likely operates in countries with Liverpool fans

• Standard Chartered is a patron of football.

• Standard Chartered expects returns of at least UK£50 million per year.

What an event could offer to sponsors are also known as sponsorship ____.

(enter answer in plural form)

Which of these is NOT an example of sponsorship assets?

• Dedicated space at event for on-site sponsorship activities

• Product demo

• Inclusion in all press releases and other media activities

• All of the answers

• None of the answers

A music concert organiser approached Adidas for sponsorship but was rejected by Adidas (a major sports brand). Which of the following could be a likely reason?

• Objective of concert is not align with Adidas's sponsorship policy

• Adidas management do not like music concert

• The concert did not have the turnout that it promised

• The concert offered Adidas naming rights.

As a potential sponsor for an event, which of these questions would you want the event to answer?

• Who are previous and current sponsors?

• Do we get direct access to the attendees?

• How are you different from other events?

• What is the target market for this event?

• None of the answers

As the sponsor for a fashion show, which of the following statements would you DISAGREE with?

• I do not need to be invited to the fashion show

• I want to be invited to the media preview of the fashion show

• I want to know where the company's logo would be featured in the fashion show's marketing plans

• I expect the returns from this sponsorship to be better than if the company were to place advertisements in newspapers

Which of these are obstacles for an event seeking sponsorships?

• The intent of organising the event is not clear

• The event's potential attendees do not fit the profile of sponsors' customers

• Sponsors' budget for next year was already approved before the event approached them

• Sponsorship assets offered by competing events seem to be better than the event's

A promotional technique whereby an organisation who is not a sponsor for the event tries to associate itself with the event, forming a false impression that it is the sponsor : _________ marketing.

(type in small caps)

The following shows 2 scenarios of an event organiser pitching for sponsorship to a potential sponsor. Which scenario is likely to be more successful in securing sponsorship?

Scenario A: "Your contribution will help us lower costs of organising this event".

Scenario B: "Your contribution will help enhance awareness of sustainability with the green event that we are organising".

• Scenario A

• Scenario B

• Both

How could a sponsorship policy be useful for sponsors and events?

• It provides a guideline on the type of events to sponsor so as to achieve sponsor organisation's mission & vision.

• It provides guidelines to events on how to use the sponsor organisation's intellectual properties.

• It spells out the process of sponsorship engagement and management.

• It enables fairness in evaluation of sponsorship proposals.

• It assures events that sponsorship is guaranteed so long as sponsors' criteria are met