Sponsorship..

‘sponsorship is fast becoming the fourth arm of marketing, in addition to advertising, promotions and public relations. According to the international Events group or IEG, Inc Of Chicago, Illinois, sponsorship is the fastest growing form of marketing’  (L. Hoyle, Jr, CAE, CMP, 2002)

Sponsorship can be defined as ‘ Supporting an event, activity or organising by providing money or other resources that is of value to supporting the sponsored event. This is usually in return for advertising space at the event or as part of the publicity of the event’  (Tutor2u.net, 2012)

'Advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements'http://www.marketingterms.com/dictionary/sponsorship/



Crufts have their own separate page especially for the sponsors of the event as well as having links throughout the website.

http://www.eukanuba.co.uk/

The principle sponsor for Crufts 2012 is Enkanuba. They are a pet food company which try to create pet food of nutritional high quality animal based protein products. These products include food for specific breeds, puppys & different sizes, care formulas such as; daily care for sensitive joints, overweight, sensitive skin and sensitive digestion. So they are really dedicated to the welfare of dogs.

Enkanuba’s aim is to develop quality dog nutrition to help nurture the best qualities dogs and their contribution to nutritional science has helped millions of pets be the best they can be. As we know Crufts is presented by the Kennel Club, whose aim is  ‘’We invest, provide knowledge and education to ensure dogs live healthly, happy lives with responsible owners’’  we can see that both have the same aims and target markets. This is good as they can work together to get outcomes they both want. ‘ Sponsorship is a mutual agreement for exchange of beliefs’ (Sleight, 1989; Meenaghan, 1998) Event target markets need to match up with the sponsors target markets. On the Eukanubas’ website they say;

‘Eukanuba’s knowledge and respect for the different nutritional needs of different breeds, has led to partnership with breeders and with key organizations like the Federation Cynologique Internationale (FCI) and American Kennel Club (AKC)’  So, Crufts having Eukanuba as a sponsor works really well and they clearly understand how sponsorship works.’

The major sponsors of the event are;

  http://www.agriapet.co.uk/

Agria are a company of which they offer insurance for your pet. The Alliance is the leading insurance group in Sweden supplying non-life insurance, life insurance and private banking services. they have now got over a hundred years of experience and knowledge to the UK dog community.

Again, being a sponsor of Crufts mean they will get to expose their products to over 137,000 potential high quality customers over the 4 days. They again have the same target markets as Crufts which is why they work well together.

 http://www.samsung.com/uk/

Samsung has been a sponsor of Crufts for 20 years and continues its support for animal welfare. Samsung will have a smart living area which showcases its cutting edge technology. Here visitors will have a chance to demo the latest Samsung products for themselves, including its range of Fido vacuum cleaners* - the vacuum cleaner specifically designed for pet owners.

Samsung are also involved in funding Samsung Guide Dogs for the Blind based in Korea where growing number of dogs are trained every year.

Other Sponsors include:

 http://www.royalcanin.co.uk/
http://www.ardengrange.com/

 http://www.lathamsdogfood.com/

 http://www.purina-proplan.co.uk/Home.aspx

 http://www.rlpetproducts.co.uk/




For the Maverick Sabre tour, they havent got any sponsors. This is because Maverick Sabre has only been on the music scene for the last year, and so not many people would have heard of him so at this stage he will be trying to promote himself as a musicain and trying to get people in the UK to listen to his music let alone for promoting other companies. This could work both ways and companies may not want to be a sponsor as they wont get much coverage and so there wouldnt be much point.

For larger bands, that tour around the world will have sponsors as they will get a lot more coverage and so making it more worthwhile. You need to prove to potential sponsors that your opportunity will deliver a good return on investment for them, as touring can be expensive.

Although, if Maverick Sabre did decide to have sponsors, it can offset production,  travel, promotion and virtually any of your expense. The right sponsor can also significantly augment your advertising, publicity and promotions. But, getting sponsorship participation can take a lot of effort and commitment on his part.