Sponsorship

Any event, team, person, institution can be sponsored. It should be possible to sponsor events at any budget level desired. Very effective sponsorships can be negotiated for less than USD500 worth of products or services.
The sponsorship program must be aligned with brand strategy.

Audience of events must match audience of brand.
Values of the event must match values of brand.

Examples:

Marlboro and Ferrari Formula 1: value and audience match well.

Example Mac Donald's and public schools. Mc Donald sponsored the report card and offered a happy meal for all school children with an A grade. Value match is bad. (McDonalds = fun, School = Responsibility)

PARMIGIANI and Château-d'Oex Hot air balloon festival: audience match is bad. (Parmigiani = upscale elite, Hot air balloon = mass)