sponsorship

I think this weeks readings would have been interesting to most as majority of us when first developing interesting this field see organising events as what it is about and find this appealing. We now see that it is only a small part of it, however this chapter discusses why events are held and how to create successful ones. The chapter also speaks of sponsorship, a very common term today. Before this chapter I had some idea about sponsorship but now see that there is a lot of research and work behind sponsorship, and it is not just money and signs.

Tongue (1999) discusses the four points to a successful event: Feasibility, planning, execution and evaluation. Whether the event is large or small you must first discuss whether the event is worthwhile. What are the aims of the event? Will the costs and effort of putting on the event outweigh the benefits of the event? What costs is involved and do we have sufficient funding for it? Once you know the event is affordable and will benefit your company a plan can be formed and sponsorship sought.

When organising and event Johnston and Zawawi discuss how extensive planning needs to be done for the event to run smoothly. Every frame of time needs to be pre thought out which is called a critical path “it details exactly what should be happening at any time”. Plans, media coverage and budgets all need to be looked at and extensively thought out.

According to Johnston and Zawawi, sponsorship is “the purpose of specific rights and benefits associated with an event, organisation or individual” and it is an ever-increasing part of the business world. Organisations give funds to other organisations, ultimately aiming to achieve beneficial results for both parties. The sponsored organisation receives funding as well as maybe gaining positive recognition for their association with the sponsoring organisation. The sponsors are hoping to maybe increase publicity, media coverage, and revenue or create positive image association.

On the Power sponsorship website, a page designed to offer expert advice and tips on sponsorship, an article by Kim Skildum-Reid (a corporate sponsorship consultant) discusses some of the ways in which organisations go wrong when dealing with sponsors. Two of these included thinking that sponsorship is free money and not understanding the audience.
Sponsorship is not free money, it is not a donation. The sponsor expects something in return. When choosing a sponsor the audience needs to be understood and factored into decisions as well as being appropriate. A children’s event should not be sponsored by an alcohol company.

Sponsorship is a fantastic way to gain funding and usually leaves both sides happy and benefited. Sometimes it can go wrong, but with careful planning and research this can be avoidable. Overall it is a very positive thing that can do a lot of good.

References:
Public Relations, Theory and Practice
by J. Johnston and C. Zawawi