By Marion Grobb

The IEG Sponsorship Report (Feb. 7, 2005) states, "... the real value of sponsorship lies in the intangible benefits of the relationship between sponsor and property." In fact, sponsors are willing to pay about 75 per cent of their investment for the intangibles, the things they can’t buy off the shelf. This includes the right to associate with your sponsorship property.

How do you ensure the value of these intangibles? One way is to protect your sponsors from the ambush marketing techniques of non-sponsors.

Ambush marketing occurs when a company that is not sponsoring your event or program gets exposure at your venue. Here are a few ways you can prevent this from happening:

• Door prizes: only allow sponsors to provide them.
• Inserts into participant packages: only offer the sponsors a chance to provide product for attendees. Instead of thinking they are giving you something, turn it around - you're providing them a venue to distribute and trial their product to your audience.
• Restrict on-site signage to sponsors: offer on-site signage and program ads only as part of a bundled sponsorship package, not à la carte.

You may decide to offer some of these opportunities to non-sponsors, but if you do, realize that you are going against industry norms, and may be undermining your relationships with paying sponsors. Realizing that ambush marketing exists will let you look at the big picture, and make informed and strategic decisions.

Review your sponsorship properties to tighten any loopholes that might be opening the door to ambush marketing. Your sponsors will love you for it, and will be willing to pay more for this professional approach.