Usually when you organise an event, may it be sportive, entertainment, corporative, or institutional, you will be able to fund it by promoting companies that are in some way relevant with the topic of the event.
Finding a sponsorship is not easy, as since the worldwide crisis started companies have been forced to cut their budget in many ways, and sadly Marketing is one of the first departments. And sponsorships can be very expensive too; because you Brand will be exposed in front of an audience that is already very targeted, while in traditional advertising you can spend thousands of dollars trying to reach the right people, and still don’t get a real outcome. As well, a sponsorship gives an opportunity to make your 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 this that the 800 riders were aged from 6 to 80 years old. All the country was packed with flags including its logotype, as well as the T-shirts that were distributed between to the participants.
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 place for the sports industry. So, aside from the Alpine World Ski Championship, there’re other international competitions held in the little country: cycling, trail bike, snowboard, basketball, judo, etc. By supporting such a big touristic competition the company gains reputation between the citizens and gets related with sports values, but as well it’s getting exposed to thousands of people that are into sports and might to come in the future to train in Andorra, and will have to hire an insurance.
Multisegur appeared in all media national media (press, TV, radio and digital), and specialized cyclist media such as magazines or sports news.
This is a significant exercise of considering the supports available, the existing categories, and fairly assigning a price for the sponsorship depending on the priority its given among the others. Most important is you deliver what you promise; and all the paperwork of adapting the sponsorship dossier's for each meeting, the contracts, the payments…
Apart from the 28 sponsors we signed, we considered all the following material to print and areas to customize: 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…