Module 5: Sponsorship – The power of partners 

If there is one key message to take away from this module, let it be this... you will spend 20% of your time securing sponsors and 80% of your time servicing them (if you do it right!).

It is critical that focused time is taken to service sponsors once they are secured, in order to ensure events build long term partnerships that reduce the workload each year for developing new partnerships and securing new sponsors. In this module we will provide you with tips on how you can achieve this.


Module Outcomes

  • You’ll learn how to attract long term strategic partners for your event

  • You’ll understand how to design a sponsor pitch that will get results

  • You’ll learn how to successfully manage expectations and stay on top of sponsor deliverables  


Lesson 1: Finding your perfect match

By the end of Lesson One you will understand why a targeted and focused approach to finding the right sponsors can save you a lot of time and money. This lesson will help you to narrow down who you are pitching to and what you have available to sell them in return.

Lesson 2: Developing the pitch

By the end of Lesson Two you will have developed some practical insights into how to go about pitching to prospective sponsors. You will have the tools you need to write a clear sponsorship proposal and understand how to close the deal with a sponsorship agreement document.

Lesson 3: Managing expectations and ensuring partners return

By the end of Lesson Three you will understand how to manage a sponsor’s expectations. The lesson will provide you with the reporting and accountability tools necessary to keep on top of your obligations and ensure your sponsors see the value of supporting your event for many years to come.

 

Each lesson includes 

  • Online on-demand pre-recorded training video 

  • Supporting resources, tools and templates to help you action learnings 

  • Successful case studies and examples to highlight how others do it well

  • Links to further supporting readings, podcasts and blog articles to extend your knowledge 

  • Access to Q&A sessions to allow further discussion on the topic 

 

Resources included

  • Mastering Regional Event Sponsorship Toolkit

  • Sponsorship Tracker Template

  • Sponsorship Prospectus and Agreements Template

 

Successful event sponsorship.jpg

Case Study: Perth Festival, WA

INTERVIEW WITH EXECUTIVE DIRECTOR NATHAN BENNETT

Founded in 1953 by The University of Western Australia, the Perth Festival is the longest running international arts festival in Australia and Western Australia’s premier cultural event. The festival’s ambition is to lift audience expectations and opportunities for Western Australian arts practice, contributing to a vibrant and resilient culture. The festival has developed a worldwide reputation for excellence in its international program, the presentation of new works and the highest quality artistic experiences for the people of Western Australia.

 
Successful sports event sponsorship.jpg

Case Study: Adina Watches, Naming Rights Sponsor of the Adina Polocrosse World Cup

INTERVIEW WITH CEO GRANT MENZIES

Adina has been designing and assembling high-quality wrist watches suited to the Australian lifestyle since 1971. From the unassuming workshop where their watchmakers handcraft each timepiece, to their dynamic father and son figurehead, they are a company founded on integrity and dependability.

Adina Watches was naming rights sponsor of the Adina Polocrosse World Cup 2019 and successfully leveraged this partnership to ensure maximum outcome not only for Adina, but for the event.

 

Testimonial

One of our top challenges is financial rigour. Our first event was a great learning experience and we finished with a small profit. Our challenge going forward will be to tighten up procedures and ensure that every dollar is well spent. 

The tourism arm of our Council and our naming rights sponsor SunPork Fresh Foods shared the cost of putting five of our committee members through the rEVENTS Academy program. Our committee had passion and drive, but we’d never run an event before and eagerly accepted the invitation to participate. We were keen to receive all the advice and guidance we could get!  

- Kathryn Stevens, Event Coordinator, Kingaroy Bacon Festival

 

Cost: $150 + $15 GST for individual or event committee

Linda Tillman