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  • Be aware of companies' annual budgeting cycles. Do not approach sponsors only a few months prior to your event and wonder why you have not secured sponsors.
  • Focus on targeting companies that can help reduce some of your event’s 'bottom line' expenditure items through 'value in kind' sponsorship.
  • Develop tailored proposals using the sponsorship strategy as the sponsorship operational guideline.
  • Develop sponsorship presentations and schedule follow-ups based on the signed-off sponsorship strategy.
  • Include in the sponsorship proposals the timelines and targets in the sponsorship strategy.
  • Develop and negotiate the sponsorship contract.


Guidelines, manuals


Sponsorship service and delivery

  • Develop and run sponsor workshops to encourage proactive leverage activity from all the sponsors in their specific areas, as well as identifying and encouraging cross-promotional opportunities between sponsors.
  • Ensure that approximately 10% of the sponsorship value is allocated to sponsor servicing costs.
  • Ensure the contractual sponsorship obligations are delivered upon with all media partners, private and public sector sponsors, suppliers and host broadcasters.
  • Ensure sponsorship deliverables are included within the overall project/marketing plan.
  • Liaise regularly with the sponsors and media partners.
  • Ensure that items such as media backdrops, venue perimeter signage and stadium dressing are designed and implemented to fulfil the agreed obligations.
  • Ensure the design and distribution of posters and programmes, and direct marketing, television, radio and print advertising strategies are all implemented and integrated with the event marketing plan
  • Ensure that a partner debrief process is undertaken including a post event partner report.


Last updated 21 April 2016