Smart sponsorship

Organisations are often asked to sponsor events. For many, this is a missed opportunity to make a statement about their brand.

Consider the difference between these two flyers for a cycling event:

  1. Tui – Proud to sponsor the Bush Cycle Tour.
  2. Tui – Giving the boys an excuse to wear lycra since 1889.

Example 1 is what your head tells you to do – emphasise your connection with the event and position yourself as the saviour (it is your sponsorship money that helps run this thing after all!)

Example 2 is what your brand is begging you to do, and what you should do – recognise that your logo will do the job  of connecting you to the event, and take advantage of the limited space available to tell a story about your brand.

Tui decided to use Example 1.

Yeah right.