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Corporate Sponsorship and Naming Rights as a Funding Solution for Capital Projects
Presented ByJudy Haber
Performance Sponsorship Group
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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.
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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.
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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
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Evaluation
Port Colborne Health & Wellness Centre
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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.
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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
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Entertainment Destinations s
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Multi-Use Facility
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Sports and Entertainment Centre
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Multi-Use Recreation Facility/Education
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Education / Recreation
Hamm ConstructionHamm Construction
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Secondary Sponsorships
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Secondary Sponsoships
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Performance Sponsorship Group
Phone: 519-940-4442
e-Mail: [email protected]
Website: www.performancesponsorship.com
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