Event Sponsorship

State–of–the–art methods for finding, securing, and retaining thebest corporate sponsors

The authoritative guide to creating and closing deals withirresistible ROIs

Event Sponsorship provides step–by–step guidelines for attracting,signing, and keeping sponsorship for any event, includingfestivals, conventions, expositions, sporting events, arts andentertainment spectaculars, charity benefits, and much more. Thishands–on resource presents successful strategies and tools forstaying competitive in today′s market by offering corporatesponsors the highest return possible on their investment. Leadingexperts give real–world advice for researching and targetingprospective companies, developing a sponsorship marketing plan,creating an effective proposal, selling the sponsorship, andnegotiating a deal.

Learn how to bring increased sponsorship dollars to any eventby:
∗ Placing value on sponsorships
∗ Expanding the value of a sponsor
∗ Creating the best image for an event
∗ Networking with other event professionals worldwide

With complete coverage including case studies, legal issues, theInternet, the sophisticated corporate customer, non–sportssponsorship opportunities, and an international view ofsponsorship, Event Sponsorship is a powerful tool for eventmanagers and other event professionals.

THE WILEY EVENT MANAGEMENT SERIES–Series Editor, Dr. Joe Goldblatt,CSEP

THE WILEY EVENT MANAGEMENT SERIES provides professionals with theessential knowledge and cutting–edge tools they need to excel inone of the most exciting and rapidly growing sectors of thehospitality and tourism industry. Written by recognized experts inthe field, the volumes in the series cover the research, design,planning, coordination, and evaluation methods as well asspecialized areas of event management.

Foreword.

Preface.

The History of Sponsorship.

Chapter 1 Outstanding Events Sell Sponsorship.

Chapter 2 The Sponsorship Marketing Plan.

Chapter 3 Research: The Sponsor′s Perspective.

Chapter 4 The Effective Sponsorship Proposal.

Chapter 5 Benefits: The Formula for Sponsorship Success andGrowth.

Chapter 6 Creating the Proper Image in the Eyes of YourSponsors.

Chapter 7 The Creative Approach to Sponsorship.

Chapter 8 The Keys to Successful Sponsorship Sales.

Chapter 9 The Legal Issues in Event Sponsorship.

Chapter 10 The Staff–Sponsor–Client Relationship.

Chapter 11 The Law of Return: How to Keep Sponsors ComingBack.

Chapter 12 The Sponsorship Evaluation Process.

Chapter 13 The Globalization of Event Sponsorship.

Chapter 14 The Importance of Networking.

Chapter 15 The Future of Global Event Sponsorship.

Appendix 1 Resources–Sponsorship Books for Event Managers.

Appendix 2 Periodicals for Event Managers.

Appendix 3 Organizations and Resources for Event Managers.

Appendix 4 Directories for Event Managers.

Appendix 5 Web Sites for Event Managers.

Appendix 6 Video Resources for Sponsorship.

Appendix 7 Sample Sponsorship Proposal.

Appendix 8 Sample Letter of Agreement, Creative Strategies Group,Denver.

Appendix 9 Sample Contract, Portland Rose Festival.

Appendix 10 Sample Benefit Report, Three Rivers Festival,Pittsburgh.

Index.

BRUCE E. SKINNER, CFE, is former president of the InternationalFestivals and Events Association (IFEA), the largest professionalassociation for festivals and special events in the world, andDirector of the Fiesta Bowl in Phoenix, Arizona.

VLADIMIR RUKAVINA, CFE, is General Manager of Narodni Dom CulturalCenter, Maribor, Slovenia, and President and CEO of theInternational Festival of Lent.