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Textbook

Event Sponsorship

ISBN: 978-0-471-12601-0
320 pages
October 2002, ©2003
Event Sponsorship (0471126012) cover image
p>Event Sponsorship provides step-by-step guidelines for attracting, signing, and keeping sponsorship for any event, including festivals, conventions, expositions, sporting events, arts and entertainment spectaculars, charity benefits, and much more. This hands-on resource presents successful strategies and tools for staying competitive in today's market by offering corporate sponsors the highest return possible on their investment.

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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 and Growth.

Chapter 6 Creating the Proper Image in the Eyes of Your Sponsors.

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 Coming Back.

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.
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BRUCE E. SKINNER, CFE, is former president of the International Festivals and Events Association (IFEA), the largest professional association for festivals and special events in the world, and Director of the Fiesta Bowl in Phoenix, Arizona.

VLADIMIR RUKAVINA, CFE, is General Manager of Narodni Dom Cultural Center, Maribor, Slovenia, and President and CEO of the International Festival of Lent.
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  • Authorship: Bruce E. Skinner was the former President of the International Festival and Event Association, the largest professional association for festivals and special events in the world. Vladimir Rukavina is known throughout Europe as the leading consultant assisting event planners with obtaining sponsorship.
  • Subject Coverage: Each chapter brings the event planner through the steps of obtaining sponsorship including developing a plan, creating a proposal, selling the sponsorship, and negotiating and writing an agreement. Most current resource on this fast-growing segment of the events business.
  • Special Features: War stories, case studies, and an appendix with sample proposals and agreeements make this book useful as a "hands-on" resource for the professional.
  • Examines future trends including use of the Internet, increased sophistication of the corporate customer, and non-sports sponsorship opportunities.
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Event Sponsorship (US $81.00)

-and- The Complete Guide to Greener Meetings and Events (US $69.95)

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