Event sponsorship is a huge market plagued by inefficient spends and diluted messaging. Brands are spending big without focusing on authenticity, efficiency, or digital innovation. With our 10 Essentials to Sponsorship Activation we’ll rethink traditional sponsorship practices, showing how ambassador and digital activation are the keys to fantastic brand value and return that will completely change economics of the event industry.

1. 10 ESSENTIALS
TO SPONSORSHIP ACTIVATION

2. WHY ARE YOU SPONSORING
ACTIVE LIFESTYLE EVENTS?
DIRECTLY ENGAGE A
TARGETED MARKET
BUILD AWARENESS
& BRAND AFFINITY
GENERATE LEADS
AND CUSTOMERS

3. WHERE DO MOST SPONSORSHIPS
FALL SHORT?
CONTENT & AUTHENTICITY
Delivering forced or boilerplate messaging
DIGITAL REACH
Limiting engagement to a handful of offline touch points
BRAND ACTIVATION
Favoring awareness over meaning, relevance, and brand affinity
LIFETIME VALUE
Not building long tail assets or touch points
BUSINESS VALUE
Ineffectively converting engagement into marketing funnel

4. 10 ESSENTIALS TO
SPONSORSHIP ACTIVATION
 EVENT AMBASSADORS
Activate brand ambassadors at event
 CONTENT ENGAGEMENT
Generate rich, authentic event content
 DIGITAL INTEGRATION
Leverage event’s digital channels
 DIGITAL TOUCH POINTS
Plan content calendar – pre to post-race
 ONLINE COMMUNITY
Connect people, assets, and offers online
 BRAND AFFINITY
Establish brand value and credibility
 MAXIMIZE DIGITAL REACH
Broaden distribution and amplification
 TARGETED PROMOTIONS
Run original, event-tailored contests
 MEASURE PERFORMANCE
Track digital reach and engagement
 GENERATE LEADS
Tie assets and offers to your funnel

5. R
PARTICIPANT ENGAGEMENT FLOW
Through authentic content from event ambassadors, distributed by
the event, participants are naturally educated and engaged
PRE-RACE POST-RACERACE
Ambassador
Stories
Pre-Race
Checklist
Finisher Photos &
Updates
Event
Promotion
Event Recap with
Product Overview
Product Review
& Endorsement
Ambassador
Announcement
Awareness
Lead Gen Education Education Lead Gen
Education
Awareness

6. R
BUILDING LIFETIME VALUE
Ambassador event content tied into your digital channels and
online communities provides long-lasting value, efficiently
delivering impressions and brand engagement at diminishing cost
Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Month 7 Month 8 Month 9 Month 10 Month 11 Month 12
IDEAL SPONSORSHIP VALUE
TRADITIONAL SPONSORSHIP VALUE
BrandVisibility/Engagement

7. AWARENESS
Visibility, understanding, and recognition
BRAND AFFINITY
Credibility, value, and interest
CONVERSION
qualified leads and sales
MORE EYEBALLS
 Broad digital reach
 Coordinated touch points
 Authentic content
SUPERCHARGING YOUR
MARKETING FUNNEL
MORE ENGAGEMENT
 Targeted messaging
 Educational content
 Ambassador validation
MORE BUSINESS
 Compelling, event-tailored
promotions
 Promotion distribution &
amplification

8. CURRENT
EVENT
SPONSORSHIP
SPONSORSHIP IQ ACTIVATION PACKAGE
AMBASSADOR
ACTIVATION
CONTENT
ENGAGEMENT
ONLINE
AMPLIFICATION
OUR PLATFORM MAKES
SPONSORSHIP ACTIVATION EASY
AND COST-EFFECTIVE

9. WE MANAGE EVERYTHING FOR YOU
From your ambassadors and online community to your content and digital
channels, we make it easy to maximize sponsorship return
AMBASSADOR
ACTIVATION &
MANAGEMENT
CONTENT CREATION,
MANAGEMENT,
& DISTRIBUTION
CAMPAIGN
MANAGEMENT
& ANALYTICS

10. CONTACT US
for package options
Bryan Ferguson
bryan@athlete-iq.com
ACTIVATION PACKAGES