Lesson 8- Sponsorship and Event management

Sponsorship is a special tactics to deal with event management.The expenses are high but it repay by the goodwill and positive response if the event is well-managed.

Event is always essential to prepare before hand. It requires precise planning and timing to fulfill the aims, such as strategies of the organization of the media or the sponsor, and also attract the attention of the media.

I think the key points to remember from this week’s reading are sponsorship helps to generate goodwill and provide opportunities to enhance the image and reputation of the organization by association. Sponsorship also shows the growing variety of relationship but not merely focus on money. It is about sharing and exchange resources such as expertise and manpower.

There are different types of sponsorship which are;

- Philanthropic Sponsorship: as close as to a donation, generally community based, offered measurable benefits, engender goodwill between employee.

- Corporate Sponsorship: usually entered in order to link the sponsoring organization to a popular or a high-profile event or activity.

- Marketing Sponsorship: most popular among other form of sponsorship, offers cash and goods in return for tangible revenue-oriented results, used to promote product and services to reinforce the brand and sales.

Somehow there is a tactic called Ambush Marketing; could misrepresents the sponsorships as it has no official, legal and moral rights. Ambush marketing used tactics to carry signage which has no formal connection, gaining TV coverage or just simply attract a large number of spectators. It can worsen the concept of sponsorship and the viability of some events.

The readings made me think more about public relations practice are sponsorship demands two-way-interactions to gain positive benefits that being taken by the event organizer as well as the sponsor.