Recap SU5 - Event Sponsorship

Which of these is correct?

• Sponsors do not expect to benefit from such contributions

• it is another word for donation

• Sponsors are also known as Patrons

• Sponsorship is always about financial aid, just like grants

• None of the above

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.

BYD is the new title sponsor of the Singapore International Marathon. The following is extracted from an interview:

“The national marathon is a prestigious event, and we are proud to power its next era and to support an event that brings communities together through shared purpose and perseverance,” said Mr James Ng, managing director of BYD Singapore.

Which of these are likely to be true?

• BYD's sponsorship is also known as 'naming rights'

• The collaboration can help BYD fulfill corporate objective of 'positive image projection'

• BYD can fulfill CSR by helping to bring communities together for a good cause

• Both event and BYD can enhance their image through this association

What an event could offer to sponsors are also known as sponsorship (a)   .

(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 : (a)   marketing.

(type in small caps)