Events, either stand-alone or as part of a rights holder, such as team community days or end of season functions, bring people together where they are highly engaged and usually with really positive attitudes.
For rights holders, there is a finite amount of time to deliver the event and, in turn, deliver for sponsors. There’s not a lot of wriggle room if something goes wrong. Still, for sponsors, events can be highly attractive because of a large gathering of highly engaged people from their target audience.
Whether you are a rights holder or a brand, all of this presents not just a big opportunity, but also a unique set of challenges in executing sponsorship.
Someone who is well placed to discuss the unique challenges, how to navigate them, and enjoy success, is Roberta Vigilance. Since 1997, Roberta, through her event planning company, Vigilance Style & Grace, has consulted and taught how to plan sponsored events and secure sponsors from local through to corporate brands and Roberta joins us on the show to discuss all things event sponsorship.
Mark Thompson, our MD, also joins us to discuss his latest blog – Sponsorship Reporting in a Bad Year – How to Tell a Good Story in Hard Times
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