What Businesses Look for in Influencer Brand Partnerships

1. Sponsorships

1. Naming Rights Sponsorship: This type provides a sense of 'ownership' of the event.
2. Presenting Sponsorship: This sponsorship level prominently features the sponsor during the event.
3. Naming Rights or Presenting Sponsorship of an Event-Driven Award or Trophy: This includes sponsorship specifically for awards or trophies associated with the event.
4. Naming Rights or Presenting Sponsorship of a Related or Subordinated Event: This type of sponsorship covers events that are connected to or part of the main event.
5. Major Sponsorship: A significant level of sponsorship that usually comes with extensive benefits.
6. Supporting Sponsorship: This is a lower-tier sponsorship that supports the event.
7. Official Product Status: This grants a sponsor the title of the event's official product provider.

2. Exclusivity

1. Category exclusivity among sponsors at or below a specified level.
2. Category exclusivity among sponsors at any level of participation.
3. Category exclusivity in advertising or promotional media driven by the event.
4. Category exclusivity for suppliers or sellers at the event.

3. Licenses & Endorsements

1. License for Use of Logos and Trademarks: The sponsor is granted permission to use the sponsee's or event's logo(s), images, and/or trademark(s) for promotional activities, advertising, and other promotional purposes.
2. Merchandising Rights: The sponsor can create and sell co-branded merchandise.
3. Product Endorsement: The event or organization will endorse the sponsor's product.

4. Contracts

Discounts are available for multi-year agreements, and the first right of refusal for renewal will be granted upon contract expiration.

5. On-Site  

A dedicated space to conduct on-site leverage activities.  

1. Sampling opportunities.  
2. Demonstration/display opportunities.  
3. Exhibition space.  
4. Opportunity to sell products on-site (exclusive or non-exclusive).
5. Distribution of coupons, information, or premiums (gifts).
6. Merchandising (sponsor selling dual-branded products). 

6. Exclusive Content

Note: When we reference content, sponsors may utilize it across various platforms, including social media, websites, apps, customer and staff communications, videos, advertising, and more.

1. Provision of content for sponsor activities, such as weekly health tips, a star athlete's training diary, relevant articles, podcasts, and other exclusive downloadable content.
2. Provision of online events, including chats with stars, webcasts, and webinars.
3. Access to venues, athletes, celebrities, artists, curators, etc., for creating new, exclusive, and "ownable" content.
4. Access to background information, statistics, photos, video clips, autographs, Q&As, and more, for developing new, exclusive, and "ownable" content.

7. Other Online

1. Promotion of sponsor-related activities through the influencers' or organizers' social media platforms, e-newsletter, and/or website.
2. Promotion of the sponsor on the influencers' or organizers' social media channels, e-newsletter, and/or website.
3. This is an opportunity for influencers or organizers to deliver value to sponsors, fans, and followers through their social media channels.
4. Display of sponsor signage on the influencers' or organizers' website and/or in the e-newsletter.
5. Organization of promotions or contests (eg, small business grants) on the influencers' or organizers' social media, e-newsletter, and/or website.
6. Inclusion of links to the sponsor's website from the influencers' or organizers' websites.
7. Creation of a sponsor profile on the influencers' or organizers' website.

8. Customer Added-value

This section outlines the benefits sponsors can offer their target markets to strengthen relationships.

1. Discounts on events, parking, or merchandise are available for customers or specific customer groups (e.g., frequent flyers and Gold Card holders).
2. Access to events, parking, merchandise discounts, or other customer perks.
3. Exclusive access to an event, area, contest/prize, service, celebrity, or experience for all customers or a specific group.
4. Early access to tickets before they are available to the general public.
5. The sponsor can provide loyal customers with a block of tickets, parking passes, and other benefits, and may include naming rights for that section (e.g., the "Acme Energy Best Seats in the House").
6. Proof-of-purchase programs that offer discounted admission.
7. Proof of purchase for discounted or free parking.
8. Programs that allow customers to trade multiple proofs of purchase for premium items (e.g., three proofs of purchase can be exchanged for a free program).

9. Signage

1. Venue signage (full, partial, or non-broadcast view).
2. Inclusion in on-site event signage (exclusive or non-exclusive).
3. Inclusion on pre-event street banners, flags, etc.
4. Press conference signage.
5. Vehicle signage.
6. Event participant uniforms.
7. Event staff shirts, caps, or uniforms.

10. Hospitality Offerings

1. Tickets to the event, including luxury boxes, preferred seating, reserved seating, and general admission.
2. VIP tickets and passes may include backstage access, sideline views, pit passes, and press box access.
3. Opportunities to meet and greet celebrities or participants.
4. Sponsorship-related travel arrangements, administration, and chaperone services, including consumer prizes and VIP or trade incentives.
5. Access to or creating exclusive experiences that money can't typically buy.
6. Development of customized hospitality events tailored to the interests of the target market, such as high-end experiences, adventurous activities, behind-the-scenes tours, or family-friendly options.

11. Database Marketing

1. Unlimited access to event-generated databases, such as member lists, for direct marketing follow-up. (Note: Be careful to comply with privacy laws, which vary by country.)
2. Opportunity to provide inserts in mailings sent by sponsors.
3. Rental or loan of the sponsor's database for one-time communication with individuals who have opted in to receive third-party promotions.
4. Opportunity to conduct database-generating activities on-site.
5. Opportunity to require attendees to participate in database-generating activities to gain admission.

12. Employees/Shareholders Engagement

1. Participation opportunities for employees and shareholders in the event
2. Access to discounts, merchandise, or other sponsorship-related perks
3. Involvement of employees in event ownership, such as creating and managing a water station during a marathon sponsorship
4. Provision of a celebrity or spokesperson for meet-and-greet sessions or employee motivation initiatives
5. Development of an event, day, or program specifically designed for employees
6. Establishment of an employee donation or volunteer program
7. Opportunity to set up an employee recruitment station at the event
8. Distribution of employee recruitment materials.

13. Public Relations

Public relations should ensure inclusion in all press releases, media activities, and sponsor-related events. A public relations campaign must be tailored to target a sponsor's specific market, whether consumer or trade.

14. Ancillary or Supporting Events

Ancillary or supporting events should include tickets or invitations to related parties, receptions, shows, and launches. Additionally, there are benefits like signage and sampling at these ancillary events.

15. Other Promotional Opportunities

1. Custom design of a new event, program, award, or activity tailored to the sponsor's needs.
2. Securing and managing entertainment, celebrity appearances, and other attractions to represent the sponsor.
3. Providing a spokesperson or individuals for the sponsored event, including celebrity appearances and costumed characters.
4. Opportunities to supply prizes for media or event promotions. Couponing and advertising on the backs of tickets.

16. Media Profile

1. Inclusion of your logo or name in all print, outdoor, and/or broadcast advertising.
2. Inclusion of your logo or name on event promotional materials such as posters, flyers, brochures, buttons, apparel, and more.
3. Ad time provided during a televised event.
4. An event-driven promotional schedule on radio or television (you will contribute to part of this advertising).
5. Event-driven outdoor advertising, including billboards, vehicles, and public transport.
6. Collaborative media with sponsors/retailers, featuring themed display ads and broadcast segments (30 seconds/30 seconds or 15 seconds/15 seconds).
7. Advertising space available in the event program, catalog, and related materials.

17. Pass-Through Rights

These rights allow the sponsor to sell sponsorship benefits to another organization, always subject to the sponsee's approval. For example, a telecommunications company may sell part of its sponsorship to Nokia, typically working together to maximize the sponsorship's benefits.

Additionally, retailer sponsors can sell sponsorship benefits to vendors in specific product categories and engage them in sponsorship-driven in-store promotions.

18. Contra

1. The sponsor can contribute equipment, services, technology, expertise, or valuable personnel to enhance the event's success in exchange for a portion of the sponsorship fee.
2. The sponsor can offer media value, such as in-store or in-house promotions, in return for a portion of the sponsorship fee.
3. The sponsor may also provide access to discounted media, travel, printing, or other products or services in exchange for a percentage of the sponsorship fee.

19. Production

Design and produce key sponsor events, such as hospitality and awards. This includes hiring and managing temporary or contract personnel and coordinating services and vendors. Additionally, provide logistical assistance and offer technical and creative expertise.