People Need Events. Events Need Sponsors. Sponsors Need People.

It Depends …

Sponsorship marketing has evolved from a brand awareness or positioning strategy to establishing a more profound association and engagement with audiences the brand would be unable or find it difficult to reach by themselves. Sponsorship can represent your business’ relationship with your audience’s community.

The mindset needs to be long-term. Performance of sponsorship marketing is built upon over months, sometimes years. To get the most out of it, you need to be prepared to engage with audiences within the context of the event.

Think About

Sponsorship for most businesses tends to focus on local events. Anything from local sports, community, industry, culture, clubs, and more. For some, it is a personal choice. For businesses looking to leverage sponsorship as part of a powerful marketing strategy, the choice becomes more complicated, which event? Type of partnership? And how to calculate Return on Investment?

Sponsorship is not a ‘ticket for good times’ – it is the procurement of exploitable rights to achieve your marketing objectives. Our partners have created practical frameworks that can ensure sponsorship is the best marketing investment your company makes.

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How It Works

After you speak with one of our marketing brokers, they will provide you with a personalised referral for one of our partners. Our partners have developed a proven and unique sponsor equity instrument and portfolio matrix to keep your sponsorship fit and to perform. The consultation will include capacity building, matchmaking strategies and performance measurement.

Case Study & Published Research

CUA & Brisbane Heat

Our strategic partner is exceptionally pleased to have been instrumental in the establishment of this great partnership. By introducing measurable objectives and an uncomplicated activation strategy for CUA, they were able to demonstrate just how effective sponsorships can be in delivering marketing outcomes.

Full credit goes to the CUA team for committing wholeheartedly to the plans and embracing the collaborative opportunities presented by Queensland Cricket. The sponsorship leads to unique activations including the CUA pool deck at the Gabba and Heat VR for a new dimension of fan immersion and ticketing experience.

Sponsorship Selections: Corporate Culture Beliefs and Motivations

Sponsorship can be a useful strategic marketing tool, yet it attracts criticism like a corporate indulgence shaped by the personal interests of senior executives. Today, sponsorship selection in large corporations is recommended to be a formal process involving evaluation criteria aligned to corporate policy and strategic priorities.

The purpose of this paper is to explore sponsorship selection practices and to consider the interplay between corporate culture and sponsorship managers’ beliefs about sponsorship types and their motivations. The findings provide not only a new interpretation of the literature but also reveal a detailed picture of sponsorship selection.

Beyond Brand Exposure: Measuring the Halo Effect

Global spending on sponsorship continues to rise, and many companies now establish portfolios containing a range of sponsorships across sport, arts and cause-related activities. Yet a lack of practical methodologies for the measurement and comparison of sponsorship performance within a portfolio context remains a challenge.

Sponsors often rely solely on proxy measures for brand exposure drawn from advertising. These do not capture the higher-level outcomes of sponsorship awareness and goodwill transfer, often attributed to sponsorship as a ‘halo effect’. This paper aims to present a matrix tool that combines consumer awareness of and goodwill for sponsorship, so the halo effects of sponsorships within a portfolio can be quantified and compared.

If you would to speak to a Marketing Broker about the marketing of your business, please visit our contact us page to learn more and book your free consultation.