Live Music Sponsorship

1. Performance Planning 8
Music Performance & Sponsorship
www.musicstudentinfo.com
Chris Baker

2. Sponsor Definition(s)
Person or organization that provides funds for a project or
activity carried out by another.
An individual or organization that pays some or all of the costs
involved in staging a sporting or artistic event in return for
advertising.

3. Sponsors relationship with event
Sponsorship is a promotional techniques used by businesses,
both large and small, for purely commercial reasons. It is a
commercial transaction that the sponsoring organization enters
into because it believes that the gig or festival will offer a
communication link to its target market that is more effective
than or complimentary to other promotional opportunities.

4. O2

5. Why do companies sponsor music shows ?
1. Generate consumer goodwill
2. Increase sales of products
3. Increase brand awareness
4. Align a brand to a lifestyle
5. Access niche markets
6. To entertain clients
7. To demonstrate product capabilities
8. Create merchandising opportunities

6. Increase in music sponsorship
• Increased emphasis on Touring to generate lost record sales
revenues
• Sponsorship used to offset Touring costs
• Increase in media outlets make it difficult to ‘cut through’
• Increased cost of TV advertising
• Increase in TV channels provide increased opportunities for
televised live music events
• Banning of direct TV advertising in some areas (tobacco &
alcohol) provide opportunities in others. These companies
seek access using alternative methods

7. Increase in music sponsorship cont.
• Enormous success in sports sponsorship shows corporations
how effective it can be.
• Companies increasingly need to ‘secure’ relationships by
offering entertainment and hospitality to clients.
• Cost of staging events has increased (police, security, council
venues) organizers seek sponsors to offset costs.

8. CEDAR EEE
Screener process used by business when assessing sponsorship proposals
1.Customer audience
2.Exposure potential
3.Distribution channel audience
4.Advantage over competitors
5.Resource investment involved
6.Event/Show/Tour characteristics
7.Event/Show/Artist reputation
8.Entertainment & hospitality opportunities

9. Rolling Stones & ?

10. Contacting Sponsors
1. Sponsors may be identified at first informally.
2. This next stage is to identify their marketing strategies.
3. Next contact the organization to establish name, address to
who the proposal should be sent.
4. Once this is done a formal written proposal should be sent.
5. This will be followed by a phone call.
6. Once a sponsor agrees to sponsoring the show a business
plan outlining reciprocal responsibilities should be drawn up.

11. Once agreed sponsor servicing costs
include the following:
• Event programmes • Tickets for sponsors
• Additional printing • VIP parking
• Signage production • Cost of selling
• Support advertising sponsorship
• Hospitality food & • Legal costs
beverages • Taxis & transport
• Telephone & fax • Evaluation research
• PR support • Media monitoring

12. Learning Checks
• Define sponsorship • Name a Popular Music
• Define philanthropy & Artist & select a
explain why it is not demographically
sponsorship appropriate brand as a
• Why do governments sponsor
sponsor events • Explain your choice
• Why is sponsorship
increasing ly important to 1.
Artists 2. Organizers