This document discusses sponsorship, defining it as when a company pays money to sponsor an individual, group, event or activity in return for advertising space or publicity. It notes that sponsorship differs from advertising by not communicating specific product attributes. The document outlines how sponsorship helps promote brand awareness and customer loyalty by allowing companies to meet customers and vendors. It also helps companies showcase new products and enhance their image and visibility. The document then describes different types of sponsorship like television, sports, and arts sponsorship. It provides steps to decide what and how to sponsor, and categories of sponsorship based on contribution level.

1. Anand Prabhudesai
MBA (EE) 2014-17
Symbiosis Institute of Management Studies
SIMS – Khadki, Pune

2. What is Sponsorship?
Sponsorship means that a Company pays money to sponsor
some individual, some group, some event or an activity.
This is usually in return of advertising space at the event or as a
part of publicity for the event.
Sponsorship is different from Advertising – unlike advertising it
cannot communicate specific product attributes.

3. How does it help?
Sponsorships mainly help in promoting brand awareness &
customer loyalty towards the company or the product
These programs are great mediums to meet prospects,
customers & vendors under one umbrella event.
They help in developing closer relationships with current &
prospective customers.
You can showcase specific goods or services which are new to
the market & need to be highlighted.
This overall helps in enhancing a company’s image & increase
its visibility in the market.

4. Types of Sponsorship
Television or Radio Programme Sponsorship
- Shows/ Daily soaps/Sports Coverage which
attract maximum TRP’s are highly sponsored.
- Advantage is maximum reach within shortest
time.
Sports Sponsorship
- Major sporting events are attended by and
watched by large number of people.
- They also attract large media coverage which means
greater viewership

5. Types of Sponsorship -
Arts Sponsorship
- Cultural events, classical music groups, art
exhibitions, philanthropic events.
- They are most effective for products sold to
affluent members of society & are regarded as
more ‘worthy’ & keeping with the image of certain
businesses or brands.

6. Steps to decide what & how to sponsor
 Analyze the current situation - look at which other
businesses are sponsoring in the target area. Are competitors
already doing this & is it providing them with an advantage?
 Define the objectives - e.g. raise awareness of the brand;
build an image; promote a new product
 Strategize - how does the sponsorship fit in with any other
promotional activity for the current year/period?
 Develop the tactics - agree the details of what to sponsor,
price and most importantly timing .
Define the target audience
Consider what resources are needed to make the sponsorship
a success.

7. Spending on sponsorships worldwide by region 2014 Worldwide
© Statista Inc.
Global sponsorship spending by region from 2009 to 2014 (in billion U.S. dollars)*
Note: further information regarding this statistic, such as comments and footnotes, can be found on page 8.
Source: IEG, sponsorship.com ID 196898

8. Categories of Sponsorship
Title Sponsor –
- Highest status of Sponsorship due to highest
contribution. (80 to 100% contribution )
- Often name/logo of such a sponsor is placed next
to the name of competition, teams gatherings, shirts
of team members.
- They get exclusive rights to use players to do
promotions, placement of logos in all areas etc.

9. Categories of Sponsorship
Official Sponsor
- This title is given to companies
contributing about 25 to 50 % of
raised funds.
General Sponsor
- Companies contributing about
10 to 25% of raised funds.
Participating Sponsor
- Companies contributing to less
than 10%

10. THANK YOU