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 the easiest task, especially in the past years with the worldwide crisis, becoming the main reason for which companies have been forced to reduce 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. But of course, the opportunities to be shown is also larger and more effective! I find that some of the traditional advertising strategies (magazines, newspapers, outdoors…) you not always reach the right people - and still spend thousands of dollars! On the other hand, sponsorship doesn't just aim to increase sales, but 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 different ways, and because he was passionate about riding his bicycle, he decided to his company to sponsor one of the biggest touring cyclist races in Europe held in Andorra. The name of that one-day event was “Multisegur Volta als Ports”, and the 800 riders were aged from 6 to 80 years old. All the country was wrapped with canvas and flags advertising this big event, not to mention that the T-shirts of all participants had the logotype showing as the main element. The entire country was prepared to welcome the participants as if it was La tour de France.
Multisegur was back then working in a long-term strategy (read more about benchmarking here). To give you some context, Andorra, thanks to its altitude (1,023 meters), was 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 gained in branding and reputation, and of course, by positioning the brand aligned with sports, inevitably Multisegur would adopt the same values as any sport does (team, discipline, respect, efforts, passion, emotion, exemplariness); all this without the need of a big content or marketing strategy - just a sponsor! Not to say, that all the athletics coming to train and live in Andorra at some stage, would 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 importantly, it was to deliver what we had promised; not to mention we also had 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€
The sponsors' logotypes was shown in the following displays and merchandising materials: 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 ETCETERAS!