Include promotional extensions: The two major sources of sponsor benefits are addressed here. First, there are the benefits being purchased – for example, identification in marketing material and...

Include promotional extensions: The two major sources of sponsor benefits are addressed here. First, there are the benefits being purchased – for example, identification in marketing material and on-­site signage that come with the sponsorship and only require action on the part of the event manager. The second set of benefits emerges from the sponsor’s event leveraging – for example, trade, retail and sales extensions. Particular leveraging activities might include competitions, redemption offers (such as free ticket offers for the customer of a sponsor’s wholesalers) and hospitality.