spotlight
“Research, research,
research,” is the answer
given by Gene Capuano,
vice president of convention
and exhibition operations for
Sands China. “You want to
understand if the potential
sponsor has donated in the
past, to what types of events,
and to what extent,” he says.
“Understanding the
sponsor’s business is
extremely important because
you want to ensure that, not
only do the products match,
but the company’s values do
as well.
“For example, if your
event/company holding the
event has a serious focus
on sustainability and the
environment, you want to make
sure the sponsors you seek
have the same values and can
show you their company’s
sustainable practices in their
own business.”
Capuano says it is important
to formalise agreements
when setting out the terms
of engagement. “Many
companies have strictDeals over coffee ... anD champagne
FROM humble coffee to high-end Champagne, Gene Capuano
(above), vice president of convention and exhibition operations
for Sands China, has helped broker a variety of sponsorship
deals. He explains:
“In our recent G2E Conference we were approached by a
company from Hong Kong who does gourmet coffee in a café-
style set up. It is a three-day tradeshow and conference, so
having coffee is a must.”
Capuano says the company offered its product and services
free, while allowing The Venetian in Macau to charge for the
coffee. In return, it requested accommodation for its staff and
marketing exposure.
“The café corner was set up as a lounge-style setting, and
the gourmet coffee was sold along with pastries and other
snacks. This enhanced the show, created revenue for us, and
the company received exposure and made further business
prospects with the attendees. This was a win-win sponsorship
for both parties.”
Capuano says more “generic situations” involve beverage
sponsors, with Champagne companies among those wanting to
be part of high-end company launches and events.
“We frequently see events like fashion shows that have
beverage sponsors, mainly using Champagne.”
Champagne and high-end fashion often cross paths. “It
makes sense to try to partner up.”important as communication.
“If you can demonstrate to a
potential sponsor you have
thought about their business
and their challenges, and then
how your event can directly
assist them, you are more likely
to get cut through,” he says.
Bender cites Get Global’s
relationship with ICMI Speakers
and Entertainers as an
example of a win-win deal.
“We have been able to
access globally renowned
speakers and motivators to
educate our attendees straight
from the exhibition floor,” he
says. “We would not have been
able to do this without the ICMI
partnership. In return, we are
helping them access hundreds
of potential event organisers
who will be inspired to look to
ICMI to provide speakers for
their international events.”
The relationship is much
easier if there is already
familiarity in an atmosphere of
trust, but how can an organiser
know whether a potential new
sponsor or partner will be a
good fit?Understanding
the sponsor's
business is
extremely
important
because you
want to ensure
that, not only
do the products
match, but the
company's
values do
as wellGene Capuano
Sands China44 MIX AUGUST/SEPTEMBER 2018 http://www.mixmeetings.com