Sports – paid patronage is necessary for financing professionals, teams, competitions and other events.
Culture – providing support for the activities of individual artists and groups, holding competitions, concerts, tours, staging performances and television programs.
Social sphere:
support for medical and educational institutions, provision of personal scholarships to students;
assistance to socially vulnerable groups of the population, which include disabled people, children left without parental care, low-income pensioners, and large families;
financing municipal benefits of using our homeowner database needs, research, and rewarding scientists.
Environmental protection – ensuring the implementation of projects aimed at protecting nature, creating waste processing technologies, etc.
By choosing the right approach, the very fact of sponsorship can have a stronger impact on the reputation of a world-famous brand than the image of the Olympic Games for which it allocates funds. Experience shows that little-known and unpopular objects very rarely find financial support. The less people know about the project, the more the investor's target audience shrinks, which negatively affects the results of the investment.
Also, the effectiveness of sponsorship in marketing depends on the level of awareness of the company itself, which finances the event. A well-known brand can easily get good results by simply getting on the list of investors, which is unattainable for little-known companies.
Recommended articles on this topic:
How to increase the flow of customers by choosing the right method
Sales Triggers That Have Never Failed
Examples of USP to make yours even cooler
Conditions for sponsorship effectiveness
Only by following a certain list of rules can you benefit from sponsorship. You need to define your target audience and perceive working with this tool as a certain set of marketing campaigns. You need to study people's expectations, test available sponsorship offers, and then choose the most relevant areas and forms of support for the company, etc.
An obligatory stage of such work is the evaluation of the results of the actions within the framework of which you help to implement projects. Remember that intentions must be sincere, because this is largely the key to the success of all sponsorship activities.
Conditions for sponsorship effectiveness
It is important for the audience to what extent the investor and the financed object correspond to each other. It is useful for a manufacturer of sports goods to be involved in events where the main values are team spirit, strength, and the will to win. These can be expeditions, record-breaking. For a bank, sponsorship is a chance to demonstrate its reliability, so its management may give preference to assistance in conducting historical and archaeological research, restoration work.
Research shows that consumers are tolerant to a small degree of incongruence or mismatch between sponsor and target – in this case, there is every chance of achieving a campaign success. Medium and high degrees of such mismatch are fraught with the fact that the audience’s perceptions will be contrary to the official justification for such cooperation.