Introduction to event

2.7.1 Sponsorship 
Special events may attract sponsors if they have target markets in common. 
Sponsorship is an effective tool for promotion of products or services for businesses, 
and they may get opportunity to be exposed in media. Continuation grants from 
private foundations: Funding from private foundations can be used to support 
ongoing projects and programs.
 State funds 
 Colleges/Universities
 Partnerships 
2.7.2 Sponsorship Development Plan
Step 1 – Brainstorm: Create a long list of businesses or organizations that would 
align well with the event. Those who may have access to funding and tend to be 
highly involved with community functions should be included
 
Step 2 – Determine Purpose: There are two ways to work with a sponsor.
a. Sponsor provides a monetary contribution to the event 
b. Sponsor and organizer agree upon a trade value
An example of this would be a media sponsor running ads for the event through 
their outlets and the organizer would provide credit to that sponsor through including 
their logo on advertisements, social media mentions, event announcements, etc.
 
Step 3 – Outreach: Once the list of potential sponsors is finalized it‘s time to start 
outreach. It is important to be prepared for the conversation of what an event 
manager may expect from the sponsor and the benefits that they meant. 

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Event Management HM-402 
Uttarakhand Open University 
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Step 4– Agreement: It is important create and execute some sort of agreement 
between the event planner and the sponsor. This agreement should include the terms 
discussed during outreach.
Engaging Sponsors: Once an event planner has secured a sponsor than it is 
important to stay in touch with the sponsors throughout planning execution, and 
wrap up of the event.
During the pre event phase the event planner need to consider the terms in the 
sponsorship agreement. This could include things like logo inclusion on marketing 
materials or social media mentions.
Not all sponsors choose to be present during the event, but if they would like to be 
included, here are some options for the event planner such as Providing a tent area 
for the sponsor‘s guests to gather, Hang signage (typically provided by the sponsor) 
somewhere visible on the event site and allow opportunity for the sponsor to handout 
free branded materials. 
Sponsorship can be sought in different ways as there are contacting agencies 
working to match sponsors with causes in need of sponsoring, and bodies related to 
trade and business whose aim is to endorse commercial organisations in their 
relationships to seekers of sponsorship or benefaction. An agreement that ensures 
benefits for both parties, stating the objectives, people responsible, marketing 
statements, and budget, as well as an evaluation part for measuring the outcome and 
impacts of the event is needed. 
With the budgeted revenue and costs prepared in detail and approved by both client 
identify any deviations from the and organising management, serious preparations 
can start. Effective control system should be designed to rectify the deviations from 
the standards.