» Corporate Sponsorship and Naming Rights as a Funding Solution for Capital Projects Presented By...

» www.performancesponsorship.com

Corporate Sponsorship and Naming Rights as a Funding Solution for Capital Projects

Presented ByJudy Haber

Performance Sponsorship Group

» www.performancesponsorship.com 2

Sponsorship

Sponsorship can be defined as the exchange of cash or in-kind

services for a commercial reward. Corporate sponsorship is

most often driven through the marketing department and

typically the corporation receives crediting on marketing and

advertising materials, hospitality opportunities and on-site

sales promotions in exchange for the sponsorship fee. Tax

receipts are not offered for corporate sponsorships.


Why Companies Sponsor

The general reasons why corporations sponsor events/activities/programs/institutions?

Develop brand awareness;

Position the sponsor within the core of community activities;

Link the attributes of the event/activity/program/institution to the attributes of the brand;

Build relationships based upon customer lifestyle and interests;

Differentiate between the sponsor and competitors;

Provide a sales platform for products and/or services; and,

Exploit entitlements offered by the event/activity/program/institution.


What Sponsors are Looking ForIn descending order of importance:

Category exclusivity

On-site signage

Broadcast advertising opportunities

ID in property’s media buy

Title of proprietary area

ID in property’s collateral materials

Ad in program book

Access to property’s mailing list/database

Presence on property’s website

Access to property’s research

Right to use marks/logo


Evaluation

Port Colborne Health & Wellness Centre


Examples of Typical Facility Assets Tangible

• Hosting & hospitality;

• Tickets;

• Signature events;

• Access to special privileges;

• Signage—internal and external;

• Media communications—media kits, press releases;

• Stakeholder communications—posters, brochures;

• Advertising—print and electronic;

• Billboards;

• Foundation materials;

• Direct mail; and,

• Online.

Intangible

• Category exclusivity;

• First right of refusal;

• Showcase;

• Sampling;

• Prestige of property;

• Management competency;

• Networking through access;

• Use of wordmark;

• Brand Linkage;

• Strength of market position;

• Corporate culture; and,

• Quality of public relations.


Case Study - Orange County Baseball FieldSummary of Asset Analysis

Signage – External $ 150,000 +

Signage – Internal $ 73,000

Offsite Signage $ 226,000

Advertising – Paid $ 175,000

Advertising – Electronic $ 141,000

Promotional Materials $ 576,000

Onsite Promotions $ 42,000

Electronic Promotions – Web $ 27,000

Estimated Annual Value of Tangible Assets $1,410,000 +

Estimated Annual Value of Intangible Assets $ 637,000

Total Annual Value $2,047,000 +

ROI of 5:1 for an annual fee of $ 400,000


Entertainment Destinations s


Multi-Use Facility


Sports and Entertainment Centre


Multi-Use Recreation Facility/Education


Education / Recreation

Hamm ConstructionHamm Construction


Secondary Sponsorships


Secondary Sponsoships


Performance Sponsorship Group

Phone: 519-940-4442

e-Mail: [email protected]

Website: www.performancesponsorship.com

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