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Extra Tips and Tricks about Co-Branding

Be aware for co-branding, as an organizer you have to follow some ‘etiquette’ rules towards your sponsors but this also works the other way around. A simple example : a local pub is sponsoring your event and is physically attending your event with a booth to sell drinks. Instead of selling the normal drinks (also sometimes related to one of your beverage sponsors) this sponsor is making publicity for a famous brand and promotes this drink by selling them with reduction (because they got a good deal with this brand).

“… don’t disappoint your sponsor and be pro-active in keeping your promises towards what’s mentioned in your sponsoring agreement.”

Kurt Cosijns Written by Kurt Cosijns.

Kurt has build up more than 10 years of experience in the world of sponsoring & events, marketing & communication. Kurt is in daily contact with the organisers and sponsors on the SponsorMatch platform.
  • 01/01/2018
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Last reviewed on 26/01/2018 by SponsorMatch

“… don’t disappoint your sponsor and be pro-active in keeping your promises towards what’s mentioned in your sponsoring agreement.”

This ‘phenomenon’ is so-called ‘co-branding’ and most of the time the owner of that pub will have received items for free (or had been paid for) to promote this brand on your event, which is in fact .. not fair towards the organizer. Because if this brand wanted to be promoted in the first place on your event, they should have negotiated a sponsor deal with the organizer. So, in this case, the organizer loses extra money that he could have used to organize the event. So, make sure to add the “no co-branding”- clause in your sponsor agreement, so you won’t have to deal with this nasty surprise afterwards and avoid problems with possible other sponsors. 

Another tip is to communicate with your sponsors. F.i. let your sponsor know in time when to deliver the logo, graphics and other lay-outs for the advertising channels of your event. If possible, mention these deadlines in advance in your agreement as well. Discuss clearly with your sponsor how they can use the name of your event or organization. There are a lot of possibilities : “Sponsored by … ” is the most often used term, but tends to sound towards a “Title sponsorship” (You also can create a special designed sponsor package for a title sponsor) ; f.e. The SAMSUNG European Music Awards sounds much more exclusive then the European Music Awards sponsored by Samsung (in the first example as being the title sponsorship, the name or logo of the title sponsor will be incorporated in the logo of the event itself). Title sponsorships are overall being seen as the highest level in sponsorship packages! And thus, the most expensive … 

In your own advantage, always try to deliver the sponsor agreement from the organisers’ side, so you’ll make sure to be in the drivers seat at all times. And one last good advice : once you’ve closed a sponsordeal, don’t disappoint your sponsor and be pro-active in keeping your promises towards what’s mentioned in your sponsoring agreement. A satisfied sponsor is always a good reference and the sponsor will then probably easily confirm his sponsorship for another (or more) upcoming year(s). Treat your sponsors with the same standards you treat your other sponsors even if you know one sponsor better personally than the other.

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