The Rundown
Topics: Awards Shows, Sponsorship | Published: February 2022 | 5 min read
Having produced a great many awards shows, we understand how critical multiple revenue streams are to the organisers running them.
Awards shows offer prestige and credibility to the companies shortlisted for them, associated with them, and winning at them. That association is exactly what sponsors are buying.
The mistake most organisers make is treating sponsorship as one package sold once. In practice an awards evening contains half a dozen distinct moments, each of which has a different kind of value to a different kind of sponsor.
Here are seven sponsorship opportunities worth building into your event, and the advice that stops them working against each other.
Headline and Category
Headline Sponsor
Possibly the most valuable package available. A headline sponsor gets to name the event after themselves.
A major brand may want to present the awards as their event - a company like Sony taking headline sponsorship of a Photographer of the Year award, aligning their brand with photography at the highest level.
It would be inappropriate for a nominee to take this package, as it would undermine the objectivity of the awards.
What the sponsor gets: their name on all press, media and online content wherever the show is mentioned; their logo on printed media, marketing material and tickets; unique access to all other sponsors, guests and nominees; and the credibility of the event itself.
Category Sponsor
A category is a section of the show with shortlisted entries and a single winner.
A sponsor can attach their name to one, so Best Chocolate Bar becomes the Tesco Best Chocolate Bar, or Best Chocolate Bar sponsored by Tesco.
What the sponsor gets: their name wherever the category appears in pre and post-event material; prime brand presence during that segment of the show; and often, though not always, a representative presenting the award.
Category sponsorship scales well - a show with twelve categories has twelve packages to sell.
Reception and Party
Reception Drinks Sponsor
The drinks reception is one of the best moments to land a brand message, because guests are at their most receptive.
On arrival most people are working out how the evening runs, where to go and what to do. They may not yet have found their colleagues. That makes them far more likely to engage with a brand and its representatives.
The sponsor typically pays a fee covering the drinks, the associated costs, and a profit to the organiser.
What they get: brand presence across all reception media; their message throughout the space via print, screens or projection; the option of front-of-house meet and greet staff; and the chance to add feature items such as specialist catering or performers.
After-Party Sponsor
Similar value, with one significant advantage: the after-party generates far more networking, whereas at a reception people gravitate to those they already know.
It also allows more ambitious production, performance and catering, all of which drives value.
What they get: association with all after-party content; a space branded exclusively to them; the chance to be the people who threw the memorable party; and custom food and drink reflecting their brand.
An after-party can be run as invitation only, making association more desirable - though that needs careful handling so nobody feels excluded.
Space and Extras
Chillout Lounge Sponsor
A strong secondary option once the reception and after-party are taken.
A chillout lounge is quieter and more relaxed, focused on relationship building and industry conversation rather than partying. That suits more traditional companies, and sectors where a party sponsorship would sit awkwardly.
What they get: an exclusive space, invitation only if required; a distinct and memorable environment to host clients in; custom decor, lighting and furnishing; and waiting staff selected and uniformed to reflect their brand.
Alternative Entertainment Sponsor
Organisers often will not carry the cost of specialist entertainment, because it does not increase ticket revenue.
That makes it ideal sponsor territory. A brand may happily fund a ferris wheel, dodgems or similar for guests to enjoy while being exposed to their message.
Table Dressing Sponsor
The same logic. There is rarely motivation for an organiser to invest heavily in table decoration beyond a basic standard, which makes it an excellent space for a sponsor to support.
General Advice
With several sponsors in one room, there is always a risk of brands being unhappy about appearing alongside rivals.
Present every sponsorship opportunity from the outset, so a potential sponsor understands where other brands will sit relative to theirs.
Require brand guidelines from every sponsor, and make sure each sees proofs before anything is printed or built.
Premier Live works with awards organisers to maximise revenue and drive sponsor value. Get in touch on 0116 202 9953.
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