An increasingly common form of promotional activity is sponsorship. What is sponsorship?
‘Sponsorship is a mutually beneficial arrangement that consists of the provision of resources of funds, goods and/or services ... in return for a set of rights that can be used in communications activity, for the achievements of objectives for commercial gain.’
- Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier
Why sponsor an event?
Companies sponsor events as it gets their name out there, as well as this, companies can give away products for free (The National Wedding Show exhibitors) so consumers can test try the products and maybe suggest them to friends. Companies that sponsor events will always have the same target audience as the event (Atticus Clothing and You Me At Six) as there is no point trying to sell your product to an audience that is not interested.
Companies sponsor events to -
Companies sponsor events as it gets their name out there, as well as this, companies can give away products for free (The National Wedding Show exhibitors) so consumers can test try the products and maybe suggest them to friends. Companies that sponsor events will always have the same target audience as the event (Atticus Clothing and You Me At Six) as there is no point trying to sell your product to an audience that is not interested.
Companies sponsor events to -
- Increase sale
- Target a certain market
- Raise brand awareness
The National Wedding Show
After searching for a few hours I can now see that The National Wedding Show doesn't have any sponsors, this I believe is because the exhibitors pay to have a stall at the event so The National Wedding Show does not need money from outside sponsors. What the exhibitors do is very similar to what a sponsor would do, they push their services and products on to the consumers to get their name out there. Just like a sponsor, they are paying for a space where they can advertise their products.
Having a stall at The National Weeding show is very good exposure for the exhibitors. 'The National Wedding Show has been featured on The Apprentice, How To Look Good Naked, Ten Years Younger, Cherry Gets Married and Wedding TV - this has raised the profile of the show, expanded our visitor awareness and provided coverage that money simply cant buy.'
The You Me At Six UK Tour
Again I am struggling to find a sponsor for the You Me At Six UK Tour, I thought that if the tour did have a sponsor it would be on the tour poster but as you can see below there is no sponsor present.
Having a stall at The National Weeding show is very good exposure for the exhibitors. 'The National Wedding Show has been featured on The Apprentice, How To Look Good Naked, Ten Years Younger, Cherry Gets Married and Wedding TV - this has raised the profile of the show, expanded our visitor awareness and provided coverage that money simply cant buy.'
The You Me At Six UK Tour
Again I am struggling to find a sponsor for the You Me At Six UK Tour, I thought that if the tour did have a sponsor it would be on the tour poster but as you can see below there is no sponsor present.
Although, searching for another few hours and I found theses...
I have looked in to AP but have no idea what they are, Atticus on the other hand I did have luck in finding information about. It is a clothing company that is designed by musician, manly from the band Blink-182. This clothing range is a good sponsor for the You Me At Six tour and the one off gigs as the target audiences for both the tour and clothing company would be very similar.
The image above is from the Atticus website, where they have a whole blog on the You Me At Six US Tour, here's a link to the website... http://blog.atticusclothing.com/
Masterman, Guy (2007) Sponsorship For A Return on Investment, London: Elsevier
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