This book has been updated since its first release in 2005. Event Sponsorship Consultant & Author, Roberta Vigilance remembers in the late 90’s shortly before stumbling into the world of sponsorship, getting pointed to the exit sign by gatekeepers who didn’t even bother to get out of their seats, when she asked corporate sponsors to invest in her events. The word sponsorship, not the process, came into the realm of, self-taught and equipped with a sales background, Roberta learned through trial and error and embarrassing moments what to say and do to secure sponsors for her events. Her events’ sponsors span the gamut from Adidas, Tommy Hilfiger Jeans and Coca-Cola to Modell’s, Rite Aid, among many others including local, individual, and private sponsors.
The sponsorship world revealed itself to Roberta and she added value to the industry. Roberta experience and success contributed to defining sponsorship away from just advertisement, shout-outs, logos, and misconceptions to win-win deals, evaluation, and measurement. Sponsors are getting out of sponsorship deals because they have started to lose more than the sponsorship value; an issue Roberta had written about years before emerging. Roberta shares experience and insight for understanding sponsorship (you’ll know how sponsorship works), communicating with sponsors (you’ll be able to engage effectively with seasoned sponsorship professionals), and selling your event to sponsors (you’ll get the cost of your event covered or reduced). This information can be used time and time again and can save you hundreds to thousands or more as well as increase your event profit.
This book dives into the basic knowledge of event sponsorship one needs to be successful in securing sponsors.