Sponsorship

SITXMPR006 Obtain and manage sponsorship

This unit is about obtaining and managing sponsorship for an event. You need to determine sponsorship requirements, source potential sponsors, and negotiate with them, and manage sponsorship arrangements. It applies to senior event managers who operate independently, have responsibility for others and are responsible for making a range of financial and operational decisions. They may work under the overall guidance of event organizing committees.

 

How you will be assessed

You will be assessed through:

• Assessor observation on the job
• Supervisor reference (if the assessor is not the supervisor)
• Review of your workplace documents (e.g. procedures)
• Interview/assignment based on the requirements below.

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Practical

You will be assessed in a real situation on the job in an events business with which a sponsor can be involved. You must have access to:

1. Computers, printers and software packages to design effective sponsorship proposals
2. Current commercial sponsorship contract templates.
3. Sponsors with whom you can communicate, negotiate and manage sponsorship arrangements.

You need to show that you have done the following:

1. Determine sponsorship requirements for at least two business activities, products, services or events, and obtain sponsorship
2. Develop clear, concise and professional proposals for the above business activities, products, services or events, including:
1. Electronic presentation
2. Printed promotional material
3. Monitor and manage the above sponsorship arrangements for the period of the sponsorship contract
4. Follow your organization’s practices and protocols when managing sponsorship activities
5. Demonstrate effective communication and negotiation with sponsors.

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Interview/assignment questions

1. Considering the particular industry sector and kind of business of potential sponsors:
1. What kinds of activities or events appeal to sponsors?
2. Describe potential sponsorship opportunities and sources of finance?
3. What are the protocols for contacting sponsors and accessing sponsorship opportunities?
4. What kinds of packages do you have that you can offer to sponsors?
5. What are the formats for sponsorship proposals? What is included in them?
2. Explain what documentation is needed for a sponsorship, and how each item is used. Include at lest the following documents in your answer:
1. Activity reports or schedules
2. Contracts
3. Feedback
4. Financial records
3. What are the typical features of sponsorship contracts and agreements?
4. What are the legal requirements for supplying services as contracted? What are the ramifications of failure to comply?
5. What do sponsors expect or require in a post-event report?

Note: Your assessor may also ask you a variety of what if questions.

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Detailed requirements

1. Determine sponsorship requirements and opportunities.

1. Identify sponsorship requirements in consultation with colleagues.
2. Develop targets for sponsorship based on the financial parameters of the activity.
3. Identify items, activities or projects to be sponsored to meet your organization’s needs.
4. Identify potential sponsors based on potential sponsor appeal, nature of the activity, and previous approaches.

 

2. Source sponsorship.

1. Develop sponsorship materials in a clear, concise and professional format to include a full breakdown of costs and benefits.
2. Distribute and present sponsorship materials according to agreed targets.
3. Do follow up promotion and negotiation with potential sponsors.
4. Discuss and negotiate additional opportunities with sponsors.
5. Make written sponsor contracts or agreements to include full details of commitments made by both parties.

 

3. Service sponsors.

1. Brief colleagues on details of sponsorship arrangements.
2. Organize activities according to sponsorship agreement, ensuring all agreements are honoured.
3. Monitor and evaluate activities and make required adjustments.
4. Give and request feedback from sponsor.
5. Identify and action opportunities to enhance value of involvement for sponsors and benefits for the organisation.
6. Maintain and distribute accurate and current sponsorship documentation throughout the process.
7. Liaise and follow-up with sponsors to initiate future cooperative approaches.

 

4. Foundation skills.

1. Reading to read and interpret details of the business activities or projects to be sponsored and complex sponsorship contracts or agreements.
2. Writing sponsorship materials and agreements expressing complex business ideas and proposals.
3. Oral communication skills to liaise with sponsors and manage their participation.
4. Evaluate budgets and interrogate or use financial data to inform sponsorship activities.
5. Problem-solving skills to evaluate a potential sponsor’s best fit with the business activities or projects, and monitor activities, identify sponsorship servicing deficiencies, and make required adjustments.
6. Initiative and enterprise skills to identify and action opportunities to obtain sponsorship.
7. Technology skills to design effective sponsorship materials and proposals.

 

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