When you organise an event, may it be sportive, entertainment, corporative, or institutional, you should be able to fund it by promoting companies that are in some way relevant with the topic of the gathering.
Finding a sponsorship is not easy the easiest task, especially in the past years with the worldwide crisis, reason for which companies have been forced to cut their budget in many ways, and sadly marketing is one of the first departments to cut corners. And sponsorships can be very expensive too; because you brand can be exposed to a larger audience that generally is very targeted So to say, the opportunities to be shown is also larger, as traditional advertising (magazines, newspapers, outdoors…) you not always reach the right people - and still spend thousands of dollars! As well, a sponsorship aims to help your potential audience to understand what your brand cares about.
The president of the company Multisegur Assegurances (an insurance company), was supporting sports in many ways. He used to cycle, so he decided to sponsor one of the biggest touring cyclist races in Europe, held in Andorra since its 3rd edition. The name of that one-day event was “Multisegur Volta als Ports”; and there were several levels that participants could join, meaning that the 800 riders were aged from 6 to 80 years old. All the country was covered with advertising canvas and flags, not to mention that the T-shirts of all participants had the logotype showing as the main element.
Multisegur is working in a long-term strategy (read more about benchmarking here). Andorra, thanks to its altitude (1,023 meters), is starting to become a high-performance country for the sports industry. So, aside from the Alpine World Ski Championship, there’re other international competitions held here: cycling, trail bike, snowboard, basketball, swimming, etc. By supporting such a big touristic competition the company gains reputation between the citizens and adopts the same values as any sport does. All those people who come to train to Andorra, at some stage will need to hire an insurance.
Multisegur appeared in all national media (press, TV, radio and digital), and specialised cyclist magazines and sports news.
For two years the agency was the Technical Secretary of the XIVth International Winter Road Congress, Andorra 2014 (read more about the events here) and we had to find sponsorships for the event.
This was a significant exercise: we had to take into account ALL the supports/channels available (before and during the event), the existing categories, and allocate a price for each sponsorship. Most important is to deliver what you have promised; not to mention you also have to prepare all the different sponsorship dossier's, the contracts, the payments…
We probably had over 150 meetings; we signed 28 sponsors. The initial sponsor funding expectations for the event was 250,000€; we did this multiplied by three: closing with 790,000€
And their advertising was shown in the following displays and merchandising: lanyard, raincoat, scarf, briefcase, cyber-space room, VIP room, PIARC room, machinery demonstration, coffee-breaks, ice circuit lunch, welcome cocktail, exhibitor back entrance, audiovisual sponsor, editorial sponsor… and a long list of small ETCETERAS!