Valuing Sponsorship Opportunities

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Part of my job as an event director is to sell sponsorship. I don’t mind calling people and telling them about my great festival, but I have absolutely no idea if the price I am asking for is worth it! Can you provide some insights on determining the fee of a sponsorship? E.D. Florida

CSG President & CEO, Bruce Erley, is the “Sponsor Doc” for the International Festival & Events Association’s “i.e.: the business of international events” quarterly magazine. Erley takes a look at valuing sponsorships and determining sponsorship fees.

That literally is the $20,000 question isn’t it? Determining the correct value for a sponsorship proposal is essential. Not only will the sponsorship decision-maker see though a wild guess, but you will be more confident knowing that you have a fairly-priced sponsorship opportunity that you can defend. – Bruce Erley, CSG President & CEO

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