Sponsorship properties are responding to the needs of brands according to the latest global industry report by SPONSORIUM Intl Inc.
The average score of a sponsorship proposal increased from 452/1000 in 2008, to 480/1000 in 2009, revealing a 6% increase year on year. In terms of sectors live Music Festivals and Fairs performed the highest averaging at 590/1000, whilst the traditional sponsorship sectors of Sports and Media achieved averages of 507/1000 and 488/1000 respectively. The best climber’s year on year included the Community, Tourism and Leisure sectors.
“Whilst we are seeing an improvement by properties to be more flexible with rights and the needs of brands”, says SPONSORIUM Founder and CEO Paul Pednault, “The average sponsorship proposal delivers against just 48% of a typical brands sponsorship criteria”.
The trend however is positive and in-line with the industries efforts to deliver a more partnership approach, rather than a buyer-seller relationship. Brands are also helping properties prepare sponsorship proposals by providing more information available online. Many corporate or brand websites now provide information about their sponsorship activities, guidelines, criteria and even contact information or application forms.
So what are brands looking for? The latest issue of the SPONSORIUM Report reveals that although brands still consider broadcast, reach and hospitality as valuable benefits, properties should place a higher weighting on other considerations such as lead-time and support with activation. Also access to CRM or fan base data is key for sales and the ability to harness grassroots or community programmes to link with corporate citizenship objectives.
For more information about the SPONSORIUM Report contact:
Ben Treadaway on ++ 44 (0) 782 441 4062 or email firstname.lastname@example.org
A North American version is also available.