http://www.mixmeetings.com AUGUST/SEPTEMBER 2018 MIX 45
What Works, What Won’t
THERE are sponsorship deals that will work and others
that won’t, and it is vital “to do your homework” to make
sure you know which is which, says Peter Jones (below),
managing director of Melbourne-based Peter Jones Special
Events.
Jones cites the case of a major international airline that
wanted to raise its awareness in Australia’s corporate
and sporting arenas as an example of a highly successful
sponsorship deal.
“A high-profile sporting organisation could provide
exactly that opportunity, hence a five-year sponsorship
was signed,” he says. “At every event the airline ran,
there were many of Australia’s leading sportspeople in
attendance, providing both corporate credibility and
media opportunities. Eventually, the airline became more
synonymous with sporting celebrations than the national
carrier.”
He contrasts this with an example of a tie-up that could
have gone horribly wrong.
“An international fashion label wanted to be a sponsor for
a conference relating to children’s education,” he says.
“It was knocked back because it had been accused of
underpaying workers in Third World countries where its
products are made. Many of the workers were children.”compliance and legal terms
when engaging a partner or
sponsor,” he says. “These
are of the utmost importance
because it defines the integrity
of the company. You want to
ensure that you are compliant
with any legal terms of a
sponsorship.”
Although keeping costs as
low as possible is an obvious
major aim of sponsorship
and partnership deals, they
sometimes involve more than
cash, facilities and products.
Ideas and creativity are also
potential gains.
“Often there are ideas we
have for events that we can
unlock when we find the right
sponsor,” says Matt Pearce,
CEO of Melbourne-based
Talk 2 Media, and now also
an AIME event director after
taking over the show from
Reed Travel Exhibitions this
year. “If we are aligned we can
bring new ideas to life, funded
through the sponsor.”
Pearce cites Australia’s
Talk 2-organised Good Food
and Wine Show’s relationship
with Citi as an example of
sponsorship becoming a long-
term partnership.
“We are now in to our
sixth year, with Citi as our
major partner of Good Food
and Wine. Every year we set
new goals and targets. We
meet monthly, talk weekly, and
all conversations are open and
honest,” he says.
“The longevity of the
arrangement talks to the
success of this partnership. We
don’t see it as a sponsorship
as we work collectively.” lMatt Pearce