And how to get the most out of your sponsorship.

Sponsorship can be aimed at both B2E and B2C, so it has its own heading. Sponsorship relates to events in that events can manage without sponsorship. Sponsorship, however, requires a good event to work. Successful sponsorship requires both time and resources. But if you think that the effect will be achieved simply because you’ve chosen the right object, you’d better think again.

Analyse the current status.

Give some thought to what your brand stands for and which target group it’s time to approach. How does that target group think? What interests do they have? When you know that, you also know which sponsorship objects you should choose.

Choose sponsorship involvement actively.

Contact sponsorship objects that interest you. Don’t make do with responding to incoming enquiries.

Take action.

Make sure that there’s a budget to make something of your sponsorship. It’s better to go down one level of sponsorship if you don’t have the resources to take action.

Tell people about the sponsorship.

It’s not enough to sponsor – the outside world must know. Sponsorship isn’t an isolated action. Think total communication and reinforce the initiative by also linking the sponsorship to other forms of communication, not least social media.

Involve the whole company.

Sponsorship isn’t just something for the Marketing Department. Can employees make use of the rights? Can other departments share the benefits so that the costs can be dispersed across a number of budgets?

Think measurability.

The only way to be sure whether or not the sponsorship was successful is to set up measurable targets.