Sponsorship is a business relationship between a provider of funds resources or services and individual, event or organisation which offers in return rights and assassination that may be used for commercial advantage in return for the sponsorship investment.

There are many reasons for sponsorship, it can have so many impacts on a business or event. It will be directly increasing sales, and brand awareness with also improving enhance corporate image.It is an alternative to adverting and you have the ability to reach target markets and engage new customers.

  • The right partners
  • Access to their media outlets.
  • Exposure through association
  • Added Value
  • Something for nothing
  • Money for something.


The cost of event varies on different factors,  I will be discussing below what aspects of events, event planners spend their money.

Where does the money go?

  • Venue hire- the largest single percentage of organisers (36%) spend no more than £500 on hiring a venue
  • Food and beverage- 52% spend a maximum of £500 food and beverage and 20% don’t spend it on catering at all.
  • print/ branding- 58% pay no more than £500, 23% manage not to spend in this area.
  • Content- 46% don’t spend anything on an event programmes and 29% spend £500 or less.
  • Marketing and Communication- 32% spend nothing  and 49% of event planners spend between £1-£500.
  • tools and technology- has varied repossess but with 55% of respondents state they would spend nothing.
  • other line items (staffing, security, etc).

Most events appear to be run on a minimal budget, but by understanding where the event organisers are using their money or more crucially where there’re not. you can see the possibilities you and you’re events.



Sustainable Event Management

Sustainability means the capacity to endure. When placed in the context of human life, the natural environment, societies cities, commerce, agriculture, coral reefs, etc., it means managing these so they can, in fact, all endure in unison. (Jones, M. 3rd Ed. 2018)

The event industry now embraces the indicators of sustainability performance put down by ‘the goal reporting initiative event organisers sector supplement’. Bother the GRI and ISO 20121 are underscored by the principles of sustainable development such as those prescribed in the UN Global Compact, and embrace social responsibility and the principles outlined in ISOl 20121.

There are now guidelines and frameworks put in place to help people to practice being sustainable which are proving to be very positive. The conceptual framework or sustainable event management is vital in trying to be as sustainable as possible in events.

What I learnt during this week of reading what that there and impacts and outcomes when hosting an event. Resources are being used, emissions are being released, there will be pollution from a number of factors such as noise and transport.  But with having a vision, missions, policies, objectives, targets, a set strategy and a Framework to follow you are taking the steps into trying to be more sustainable.

Key considerations

  • Power.
  • Travel/ transport.
  • Waste management
  • Noise
  • Location
  • Suppliers


Site management and value of location.

There should be intitial considerations of the venue or site to determine suitability for the event being hosted.  Factors could include examples such as having the correct capacity, available space for infrastructure, access, temporary structures, traffic management and traffic.

To find a suitable location you need to think about what type of event you are hosting.

  • Timings of the event?
  • Is alcohol on sale?
  • Is it seated or standing?
  • Is there any movement of attendees between facilities/ entertainment.
  • What is the artistic nature of event.


You also need to take into account that varying site to site there will be restrictions.

  • Ground conditions.
  • Suitable for proposed capacity.
  • Water & sewage.
  • Gas.
  • Electricity.

When learning about site management and the value of location I was surprised by how flexible it can be to where you want to base an event. Events will continuously change depending on what needs to be at the event for example if you wanted caterers they would need to be gas. From studying about site management there was also an opportunity for myself to learn about the fire risk assessment guide, entrance and exits, signage plan, welfare facilities, noise management and security.



Marketing your event.

Since looking at who the customers previously you know need to acknowledge where to position yourself.  We need to be creative in thinking, show that you are being innovative and entertain. However, without make assumptions, ignoring the competition or becoming complacent.

The way to market an event and communicate property there are factors you can do, for example you can build on reputation, develop long-term sonf profitable relationships, work to a timeline, and communicate the benefits of your event to the customers.

Marketing an event can be hard.  The scale and budget and the access that you have will vary how you decide to market it. One of the most effective way to market events is online advertisement, it’s measurable and highly sophisticated. Online advertisement is now a multi-million pound industry and in  2014 accounted for one-quarter of total media spending.

There are endless amounts of ways that you are able to marketing events, with only mentioning one, you can see how vastly growing the industry is. I think that sometimes it can be easier to start off with online advertisement because we see it everywhere. However, there are other options such as press, radio and TV.  The power of social media should also not be forgotten as it is a huge tools and anyone can join and create a profile.


Identify your customer

How well do we know customers?

  • Define the key group
  • Identify their ‘needs’
  • Discover what they like

Market research is key so a successful event, there are certain things that you need to do firstly, talk to potential customers, listen to feedback and lastly, respond to customer needs.

The 4 P’s..





when positioning your event you should ensure you follow these specific steps. Emphasise your unique selling point, be clear what the offer it, focus on customer segments, promote what makes your event different.


When overviewing the topic of identifying your customers I learnt that it is one of the most crucial aspects of hosting an event, this is because you could hold an event and it be everything you wanted it to be. However, if you get the customers wrong, then your event is at risk of cresting a loss, and customers not being interested, and putting your reputation on the line.




Event Design

‘Design is neither pure science nor art; it is a both technical and creative act’ Shedroff, in Getz, 2016.

There are 4 main factors when designing an event:

  1. The creative challenge
  2. Identification of stakeholder
  3. Commercial viability
  4. Booking Talent

Why does design matter?- it is essential to an events success because it leads to improvement on every level.  it is the creation, conceptual development and staging of an event using event design principles and techniques to capture and engage the audience with a positive and meaningful experiance.