#7 SPONSORSHIP – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

This is a very specialist field not for the faint-hearted (or cash-strapped!).

The purpose of sponsorship is to raise awareness among a specific audience and to create a powerful ‘association’ between the brand and that group of people.

Rolex®’s sponsorship of Wimbledon tennis is a good example …

#7 SPONSORSHIP - From my 8 part Series 'Understanding Marketing: There's a lot more to it than you think!'

#7 SPONSORSHIP – From my 8 part Series ‘Understanding Marketing: There’s a lot more to it than you think!’

This is a very specialist field not for the faint-hearted (or cash-strapped!).

The purpose of sponsorship is to raise awareness among a specific audience and to create a powerful ‘association’ between the brand and that group of people.

Rolex®’s sponsorship of Wimbledon tennis is a good example – the company runs all of the time-keeping at the championships.

Generally, there are set packages when investing in sponsorship – and you, as the company, get to choose a level of package that you can afford. The price tag will indicate how much coverage you will be afforded.

Rule of thumb: the more money you spend, the more coverage you get. By way of example, the cheapest package/category will buy you one full colour logo with prescribed dimensions (small, standard size – no larger than that appearing on your letterhead) and maybe a website address placed on a double page spread (on the same page as every other category one sponsor of which there could be 50 or 100) somewhere inside their event publication, it will also potentially offer you the same spot on their website event ‘sponsors’ page; the most expensive category will buy you the ability to have your full colour logo on every banner stand, in large print, in every publication (both on- and offline), a full page company biography, an area dedicated to your company including cocktail bar, a designated dinner table of ten at the main event … I’m sure you get the idea. There are also opportunities to be the only sponsor – the National Portrait Gallery in London offers such exclusivity, needless to say, that comes at a price!