Sponsorship Proposal Plan

Sponsorship, Fundraising and Public Relations |
Alissa Racioppi and Donika Gegova
100204389 and 100177304
Word count: 1,880
5EM507
Neil Walsh
Alissa Racioppi and Donika Gegova
100204389 and 100177304
Word count: 1,880
5EM507
Neil Walsh
01/12/2012
01/12/2012

Table of contents Page
Introduction 2
Introduction of event 2
Benefits of engaging in event marketing 2
Marketing strategies 2
Target market 3
Return on investment 3
People’s reaction to sponsorship 4
Sponsors and brand alignment 4
Exchange relationship model 4
Triadic relationship model 5
Sponsorship type 5
Sponsor benefits 5
Media coverage 6
Conclusion/Summary 6
References 6
Appendix 7
Introduction
The purpose of this report is to briefly survey the current sponsors of Download festival in Donnington, come up with new ideas for sponsors that would fit the event concept and objectives. This report will also develop and present a sponsorship proposal plan for the chosen event. Pelmacker (2005) defines sponsorship as "an investment in cash or kind in an activity in return for access to the exploitable commercial potential associated with that activity". It is also described by Meenaghan and Shipley (1999) as "the right to associate with the profile and image of an event and to exploit this association for commercial needs.” In this report the chosen sponsors for Download festival that are deemed suitable for this event are, Monster Energy Drink, Durex and Visa (see appendix)
Introduction of event
Download is an annual rock, heavy metal and punk festival that take place in the summer since 2003. The venue is in Donnington Park, Leicestershire, England, run initially by ‘Live Nation’. The festival was named ‘Download’ as the word was seen in the music industry as a rebellious word due to file sharing, so in a nonconformist way they

References: Bowdin, G. A. J (2011). Events management. Amsterdam, Boston: Events management series. [Online] Available from: <http://prism.talis.com/derby-ac/items/926914?query=bowdin>. [Accessed 20/11/2012]. Collett, P, Fenton, W De Pelsmacker P. Geuens M. Van Den Bergh J (2005). Marketing Communicatie. 1. ed. University of Belgium: Belgium. [Accessed 20/11/2012] Heider, F McDonald, C. (1991). European Journal of Marketing. Sponsorship and the Image of the Sponsor [Online]. 25, p.35. Available from: <http://www.emeraldinsight.com/search.htm?st1=sponsorship>. [Accessed 23/11/2012]. Meenaghan and Shipley (1999). Measuring sponsorship effects on consumer purchasing. Bournemouth University: Athens. [Online] Available from: <http://eprints.bournemouth.ac.uk/14580/1/4th.pdf>. [Accessed 25/11/2012]. Olsen, E. (2010). European Journal of Marketing. Does Sponsorship Work in the Same Way In Different Sponsorship Contexts [online]. 44, p.188. Available from: <http://www.emeraldinsight.com/search.htm?st1=sponsorship>. [Accessed 24/11/2012]. Skinner, B (2002). Event sponsorship. New York: John Wiley. [Online] Available from: <http://prism.talis.com/derby-ac/items/857403?query=sponsorship>. [Accessed 25/11/2012]. Yeoman, I. (2003). Festival and events management: an international arts and culture perspective. Burlington: Elsevier. [Online] Available from: <http://prism.talis.com/derby-ac/items/857409?query=festivals>. [Accessed 23/11/2012]. Yorke, D. and Meehan, S. (1986). European Journal of Marketing. ACORN in the Political Market Place [online]. 20, p.4. Available from: <http://www.emeraldinsight.com/search.htm?st1=ACORN>. [Accessed 20/11/2012]. Appendix