6 pillars of sponsorshipreturn

What’s in it for me?

Cells that fire together, wire together

Brain position

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A matter of belief?

Old school - new school

In the beginning there was...

SponseeSponsor

The essence

Activation SponseeSponsor

The essence

ActivationMeansBrandReach

FansPromotionReputation

The essence

Brand

Reputation

Reach Activation

PromotionFans

Drivers of return

Reputation

Reach Activation

PromotionFans

✓Awareness✓Preference✓Image

Drivers of return

Brand

Reputation

Activation

PromotionFans

✓Target audience✓Stakeholders✓Markets

Drivers of return

Brand

Reputation

Reach

PromotionFans

✓Communication✓Experience✓Publicity

Drivers of return

Brand Reach Activation

PromotionFans✓Track record✓Cooperation✓Rights

Drivers of return

Brand

Reputation

Reach Activation

Promotion✓Fanbase✓Communication✓Sales

Drivers of return

Brand

Reputation

Reach Activation

Fans✓Publicity✓Visibility✓Marketing(budget)

Drivers of return

Brand

Reputation

Reach Activation

PromotionFans

Drivers of return

The grid

Accountability in action

Dimension

Maximum aantal punten

Brand

125

TargetAudience

60

Activation

135

InternalSupport

90

Promotion Sponsee

110

Visibility

110

Rights

110

Reputation

170

Sales

100

Score

1.000

Wit Licht 122 43 117 90 81 73 80 115 76 797

A 99 43 92 90 66 63 64 132 40 689

B 30 20 58 27 51 81 81 114 38 500

C 45 32 36 67 39 63 77 71 38 468

D 70 25 49 5 72 48 82 85 30 466

E 62 31 49 27 35 9 68 120 8 409

F 35 30 10 0 61 89 67 85 30 407

G 48 30 36 -22 3 40 70 135 46 386

H 40 19 14 30 5 80 42 55 30 315

I 79 21 21 0 7 9 36 148 0 321

J 39 25 46 25 25 15 43 76 0 294

K 36 25 33 5 38 31 38 47 40 293

L 32 6 0 5 17 55 42 68 30 255

M 27 15 43 13 45 36 12 43 0 234

M 39 12 0 5 0 16 61 59 30 222

Average score dimensions 54 25 40 24 36 47 58 90 29 NA

Assessment of return

Performance

The Grid

Board

Marcom

Sponsorstaff

Accountability

SynchroniseFocus on return

Industry

The grid works

Potential of sponsees for return

• Reputation

• Reach fans

• PR & Promotion

• Rights

• Organisation & Cooperation

Potential of sponsees for return

• Reputation

• Reach fans

• PR & Promotion

• Rights

• Organisation & Cooperation

Potential market?

Cut the crap, show results