e-KMI.com Sponsor Search

International Karting Industry Buyer's Guide

GO KARTING!
A Guide To The World's Most Popular Motorsport.

Kart Expo International

SPONSOR SEARCH

Event sponsorship: This service is designed to acquaint marketers with the latest sponsorship opportunities available. To have your karting-related event listed, please e-mail or fax the following information on letterhead: Event name, dates, location, types or levels of sponsorships available, contact name, phone, fax and e-mail address. There is no charge to have an event listed. E-mail address: karting@msn.com. Fax: 630-653-2637.

HOW COMPANIES DECIDE WHAT TO SPONSOR

The following are typical sponsorship criteria. Sponsors should use them as a guide to designing their own matrix for sponsorship selection – adding, deleting and refining points to dovetail with specific objectives. Properties should use them to understand what potential sponsors generally will be seeking.

Image Compatibility
1. Does the property offer imagery we are trying to establish?
2. Is it a lifestyle with which we want to be associated?
3. Is the property bigger than any sponsor or will it be possible to impose our brand’s personality on the sponsorship?
4. Are the co-sponsors companies with which we want to be associated?

Audience Composition
1. Who is the property’s core audience and what are the group’s buying habits?
2. Does the audience feel a strong sense of ownership/identification with the property or is it a more casual relationship?
3. What is the extended reach of the property? On-site spectators”? TV viewers? Year-round members?
4. What geographic market does it impact?

Ability To Leverage
1. Is there an opportunity for multi-brand involvement?
2. Can we conduct cross-promotions with co-sponsors?
3. Can we integrate the sponsorship into our existing promotional campaigns?
4. Can we use “star-performers” in our campaigns or promotions?
5. Does the opportunity occur during a time that we would like extra visibility?
6. What is the property’s promotional time frame? It is relevant year-around, each session or just once?
7. Are there opportunities for product sampling and display?

Media
1. Is the property appealing – in a positive way – to the media?
2. Can it draw broadcast or print coverage?
3. Can the property attract a network or cable TV broadcast?
4. Will our signage show up on a TV broadcast?

Exclusivity
1. Are the areas of category exclusivity offered broad enough?
2. Can we take a position with all properties within the entire sector, thereby locking out our competitors, or will the expense or existing deals prohibit this?
3. Is the property already saturated with sponsors?
4. Is it already identified with another company in our field?
5. What are the opportunities for ambush? For example, will we be the category exclusive advertiser on a TV broadcast?

Product Showcase
1. Can our product be worn/used while participant compete/perform?
2. Is our product key to the successful staging of the event?
3. Does the property lend credibility to our product with hard-core fans, insiders and the media?

Ability To Impact Consumer Sales
1. Can we design promotions around our activity that directly involves product purchase?
2. Does the hospitality component have strong appeal to our key clients?
3. Can the sponsorship gain additional distribution outlets for our products?
4. What is the value of on-site sales rights?
5. Does the sponsorship give our marketing pitch a relevant point of difference?

Efficiency
1. Does the property deliver a wider audience than we need? Are we paying for more than we need, such as elaborate VIP hospitality?
2. What is the relationship between the cost of sponsorship and value received?
3. How does the sponsorship cost compare with that of similar properties?
4. Could we achieve the same results more cost-effectively through other media?
5. Do we have the budget to promote our involvement properly?

Measurability
1. Does the property lend itself to measurement?
2. Does it conduct regular surveys or tracking studies on which we could piggyback?

Continuity/Ability To Extend
1. Does the sponsorship have the potential to be long term?
2. Is it something we can build on?
3. Can we roll it out to other markets?
4. Does the property contain spin-off opportunities?

Ease Of Administration
1. Are we buying into a logistical nightmare?
2. Can organizers deliver what they promise?
3. Do we have a staff to properly administer the sponsorship?
4. Do we have the support/approval of internal management?
5. Is the promoter responsive to sponsor needs?
6. Does the promoter have a credible track record?
7. Will the promoter work with us to capitalize on the sponsorship, e.g., by initializing cross promotions?

Article courtesy of IEG’s Complete Guide To Sponsorship. IEG can be reached at (312) 944.1727.

END

INDIVIDUAL OR TEAM SPONSORSHIP OPPORTUNITIES

Individual or team sponsorships: If you or your race team are seeking sponsors, we offer paid advertising space for that purpose. Cost: $1.00 (US$) per word, minimum 25 words, minimum run: 3 months. Please see the classified order form and check the box marked SPONSOR SEARCH. This is a secure site so your credit card information is protected. All advertising must be pre-paid in US funds. We accept Visa, MasterCard or American Express. E-mail to: karting@msn.com or fax to: 630-653-2637.

Place your sponsor search advertisement

Advertise your personal sponsorship desires here!

View Past "Sponsor Search" Articles

Kart Marketing Group, Inc.
Post Office Box 101
Wheaton, IL 60189 USA
Telephone: 630-653-7368
Fax: 630-653-2637
Email: karting@msn.com

Back to Home Page

Neatconcept, Inc