WIN-WIN SPONSORSHIPS:
TURNING A TRANSACTION
INTO A RELATIONSHIP
Steve Baskin, CEO YAVAY
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OUR SPEAKER
Steve Baskin
•  CEO, YAVAY, Inc.
•  Former Head of Advertising and
Strategic Sponsorships, ING
Financial Services, North America
•  Former marketing head at a
couple of interesting internet
start-ups
•  15 years of award-winning
advertising experience as Director
of Media and as Account Director
at global and regional advertising
agencies.
•  In all, 25 years of advertising and
marketing experience with global
and local brands
•  Running USA Board of Directors
2005-2011
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A LOOK AT RESUMES
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HOW DO YOU GET A SPONSOR’S ATTENTION?
Start at the
finish line…
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THE MARKET: $53 BILLION AND GROWING
SPONSORSHIP BUYERS
•  Estimated 3,000 to 5,000 brands account for
global sponsorship spending.
SPONSORSHIP SELLERS
•  North America: 100,000+ properties (est.)
•  Globally: 300,000 to 400,000+ properties (est.)
$44.0
$46.3
$48.6
$51.1
$53.3
S Amer
$4.0 billion
Asia / Pac
$12.6 billion
N American Sponsorship
Categories
EU
$14.5 billion
Entertainment 10%
Causes 9%
N Amer
$19.9 billion
2009
2010
2011
2012
2013
Arts 5%
Sports
69%
Festivals 4%
Associations 3%
Source: IEG 2013 Sponsorship Outlook
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THE INDUSTRY LOOKS
SOMETHING LIKE THIS
AND LOOKS SOMETHING
LIKE THIS:
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HOW TO FIND SPONSORS
•  Keep your eyes open
•  Board, friends, participants
•  Databases – SBJ Resource Guide
& Fact Book, Book of Lists,
TheList.com
6 degrees of separation…
•  Large companies headquartered in
your market
•  Regional offices of major brands in
your market
•  Ask for help from current sponsors
• Social media – LinkedIn, Facebook
•  Dial the phone
•  Polite persistence
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AN ONLINE DATING SERVICE FOR THE
SPONSORSHIP INDUSTRY
YAVAY is a subscription- based online
service that connects buyers and
sellers of sponsorships.
YAVAY helps buyers make better
decisions about sponsorship partners
while providing unprecedented
exposure to sellers.
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STARTING AT THE FINISH LINE
1.  Visualize the end result
2.  Amplify both brands – the
sponsor’s and yours
3.  Attempt to satisfy specific
needs of the sponsor
4.  Understand how the brand
will measure success
5.  Sell the wins. Understand the
shortfalls
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VISUALIZE THE END RESULT
•  How does the prospective brand show
up as a part of your sponsorship
proposal?
•  How does the prospective brand relate
and communicate to your audience?
•  Do your participants or spectators
benefit from having this brand on
board?
•  How does the sponsorship proposal
help achieve the brand’s goals?
•  Other than financially, how will this
sponsorship benefit your event?
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AMPLIFY BOTH BRANDS
Brand + Event > Sum of the Parts
What is it about endemic sponsors that make them endemic?
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WHAT DOES YOUR SPONSOR NEED?
•  Awareness? Broad awareness, or
specific to your participants?
•  Brand affiliation?
•  Product sampling?
•  Hospitality and entertainment?
•  Employee engagement?
•  Community involvement?
•  Access?
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HOW DOES YOUR SPONSOR SPELL SUCCESS?
ROI is defined differently for every brand
•  Sales
•  Changes in attitudes
•  Samples distributed
•  Impressions
•  Finger in the wind
Bottom line: ROI is about selling next year’s budget.
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HOW MUCH DOES A SPONSORSHIP COST?
HOW MUCH DOES A ROCK WEIGH?
•  Pricing a sponsorship opportunity
is as much art as science
•  A sponsorship is worth exactly
what a sponsor will pay
•  However, there are ways to get
your opportunities priced in the
right ballpark
• Sponsorship research consultancies
• Normative databases
• Network with non-competitive, but
similar properties
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SELL THE WINS –
UNDERSTAND THE SHORTFALLS
•  Let your sponsors know what a
great job your team did (Yippee!)
•  Let your sponsors know when
there are areas that you can
improve
•  Use your successes to attract new
sponsors in creative ways
•  Always be on the lookout for the
right sponsor, not just the big
sponsor
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CHECK OUT YAVAY @
YAVAY.NET/PARTNERS/ACTIVE.COM
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THANK YOU
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