How do different types of sponsors contribute to the activities of the sponsored facility? What is the difference between a title sponsor and a general sponsor, a special one from a regular sponsor, a gold one from a silver one? Who are the partners? Let's look into this issue before we start to form sponsorship packages.

What types of sponsors are

Consider the types of sponsors in descending order - from the most generous to the most economical.

General sponsor - types of sponsors

General Sponsor of Grain Club Meeting, Moscow 2008

Provides financing to the recipient of sponsorship in the amount of 50%. It has the most complete sponsorship package, including the maximum number of effective options. In addition, the general sponsor has influence on the activities of the sponsored facility. Russian law prohibits the sponsor from interfering with the activities of the sponsored person, however, this is widespread. Also, in the absence of a title sponsor, the sponsor's object is issued with the official color palette of the general sponsor. Vehicles, sports arena fencing, other equipment of the sponsor's facility can be painted in these colors.

Title sponsor - types of sponsors

Title sponsor of pilot Danica Parker, USA 2010

It finances the sponsored object in approximately the same amount as the general one. How do these types of sponsors differ from each other? Unlike the general sponsor, the title sponsor has no influence on the internal policy of the recipient of sponsorship assistance. But, it has an important advantage - its logo is placed on the uniform of the participants of the sponsored project, team, show, etc., or is contained in the name of the sponsored object.

Official sponsor of the run "Women's Ten", St. Petersburg 2008

This creates the illusion that the title sponsor is the owner or founder of the sponsored project, organization, team, program.

Official sponsor - types of sponsors

Covers the recipient's expenses in the amount of 25% of the sponsored property's budget. In accordance with his share, he has a quarter of the sponsorship package options.

Sponsor

He invests in the activities of the sponsored object a minimum part - in the amount of 10%. As a rule, he gets advertising, in a minimal amount. However, that doesn't mean it's the worst ad. If this is not a huge corporation, but an enterprise of medium or small business, then it will be quite enough for him that his advertising will be next to the giants of the business.

Special sponsor - types of sponsors

This is a wide range of sponsorship packages offered to sponsors in exchange for financing highly specialized items of expenditure. So, for example, technical sponsorship is widespread in auto racing. The technical sponsor provides the competition with fuel, lubricants and other services for the maintenance and service of vehicles. In sports competitions, you can often meet a sponsor of drinks, when holding festivals - a sponsor of the main prize, when organizing trips for the disabled - a sponsor of a transfer, when broadcasting a program or a movie on TV - a sponsor of a show, when organizing a conference or forum - a sponsor of a section, etc. The most widespread is information sponsorship. In exchange for the mention, the mass media place articles and notes in their electronic and printed publications, broadcast radio and television programs.

Do the above types of sponsors differ in the amount of funding or not? As well as in other cases, it depends on the agreements between the sponsor and the recipient of sponsorship. As a rule, services or goods provided under special sponsorship are calculated at wholesale purchase prices and are provided in the amount of 10 - 25% or more of the recipient's budget. That is, the cost of sponsorship packages of a sponsor and a special sponsor will be approximately the same. But unlike a simple sponsor, a special sponsor compares favorably with its status: special. As with title sponsorship, this status creates the illusion of broad powers and options for a special sponsor.

Partners as types of sponsors

Recently, some types of sponsors have been replaced by partners. Sponsor recipients tend to be silent about how they distinguish between sponsors and partners. From my own experience, I can say that this is due to the imperfection of our legislation. Not all options can be specified in the sponsorship agreement. How to conclude a contract for sponsorship is the topic of future publications. Also partnership can include mutually beneficial cooperation. For example, through a partner - a bank, operations are carried out to finance a sponsored object, an insurance company - a partner insures participants in competitions, festivals, etc., a printing house - a partner publishes printing and products. Services are provided to sponsored objects at symbolic prices, without commissions and interest. In some cases, partners provide additional financial resources.

Fashion trend and types of sponsors

In the new millennium, new types of sponsors and fashion trends have appeared. Sponsors are given statuses by the name of precious stones and the class of goods and services. Modern events are funded by premium sponsors, gold, silver. More about this in a series of articles on the topic:. Well, sponsors are really worth their weight in gold.

You will learn about what options different types of sponsors receive and how the cost of sponsorship packages is calculated, whether there can be two general sponsors, in the next publications. Don't forget to subscribe to blog news.

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Sponsorship and charity are the main financial support for sports, cultural and other events. When a company finances an event, in order to determine taxation, it is necessary to know exactly what kind of assistance is provided: sponsorship or charity. It all depends on the purpose for which the financing is carried out: in advertising or not. Let's consider these nuances in more detail.

Who is a sponsor? Based on paragraph 9 of Art. 3 of Federal Law 38-FZ of March 13, 2006, a sponsor is a person who provides or provides funds for the organization and holding of a sports, cultural and other event, for the creation and broadcast of a television or radio program, or the creation or use of another result of creative activity.

A prerequisite for sponsorship is sponsorship advertising, i.e. a company or other person who has received sponsorship funds is required to mention the sponsor in the advertisement (clause 10, article 3 of Law No. 38-FZ).
Thus, sponsorship can be reimbursable. Those. the sponsor, for its part, provides financial support, and the sponsored person is obliged to disseminate information about him, which is an advertisement, and the sponsor is an advertiser.

Sponsored advertising, unlike conventional advertising, has its own characteristics. The sponsored person distributes information about the sponsor himself, and not about his product (goods, services). Moreover, the advertiser can choose any way to indicate his participation in the event. If the advertisement mentions a product or a trademark, then such advertising does not fall under the designation sponsorship.
The Sponsor is not involved in the regulation and control of the advertising campaign, since its purpose is to run the event, not to distribute advertising. Nevertheless, the sponsor can choose the options for distributing information about him: on banners, streamers, light boards, mention on television or radio, etc. The sponsor has the right to indicate the information about him being distributed: only the name of his company or plus his emblem or trademark.

What documents to apply for sponsorship?

The relationship between the sponsor and sponsored on a reimbursable basis is regulated by Chapter 39 of the Civil Code of the Russian Federation. Moreover, the sponsor is the customer of advertising services, and the sponsor is the performer. Therefore, in the sponsorship agreement, the sponsor's responsibilities include financing the event, and the sponsor's responsibilities include advertising about the sponsor. The sponsorship agreement contains the following information:
- place and time of the event;
- a condition for mentioning the organization as a sponsor, including the placement of a trademark, logo, emblem;
- location of information;
- the duration of the promotion;
- method of advertising distribution: visual information (leaflets, flyers, banners, etc.), advertisements in the media;
- method of providing assistance: the transfer by the sponsor of assistance in cash or in kind.

The contract must necessarily indicate how the fact of the provision of services will be confirmed. Most often, in confirming the service, an acceptance certificate is used with supporting documents attached: on-air certificates, banner or streamer layouts, copies of leaflets, etc. acceptance-transfer or consignment note when transferring property.

Taxation of sponsorship by the sponsored party.

Features of VAT accounting.

Sponsorship is subject to VAT on the basis of paragraphs. 1 p. 1 art. 146 of the Tax Code, as paid services. Most often, sponsorship is transferred in advance before the event. The moment of accrual of VAT on advances received is the day of receipt of sponsorship in the form of an advance payment (clause 2, clause 1, article 167 of the Tax Code of the Russian Federation). VAT on prepayment is calculated at the estimated rate of 18/118.

After the completion of the event, the contractor again determines the tax base for VAT in the period of provision of services and calculates the amount of tax at the usual rate. At the same time, the prepayment amount is deductible. In addition, VAT related to the supplier providing advertising services is also deductible.

Income tax from the sponsored party.

If an organization uses the accrual method when calculating income tax, then the sponsorship assistance transferred in advance is not the income of the recipient (clause 1 clause 1 article 251 of the Tax Code of the Russian Federation). The moment of receipt of income from sponsorship is the date of sale of services (clause 3 of article 271 of the Tax Code of the Russian Federation).

Thus, the determination of income tax occurs at the recipient at the time of signing the act of rendering services. In addition, expenses related to the implementation of advertising services are included in the expenses (Article 252 of the Tax Code of the Russian Federation).

Example 1

LLC "Executor" plans to hold a sporting event. He finds a sponsor, which is Advertiser LLC. Based on the agreement concluded between the parties, the sponsor undertakes to provide assistance in the amount of 1,770,000 rubles. (including VAT 270,000 rubles), and the advertiser, for its part, distributes information about the sponsor by broadcasting television and radio programs, and by posting information on billboards at the stadium. The sponsor provides assistance in cash by transferring to the advertiser's account in the form of 100% prepayment. Sponsor advertising services from suppliers amounted to 424,800 rubles. (including VAT 64,800 rubles), competition organization services - 1,168,200 rubles. (including VAT 178,200 rubles). All operations have supporting documents.

How to account for sponsorship of the sponsored party?

1. Received an advance payment from the sponsor

Dt 51 Kt 62-2 = 1,770,000 rubles.

2. Reflected VAT on advances received

Dt 62-2 (76av) Kt 68 = 270,000 rubles (1770,000 * 18/118)

3. We reflect the accrual of income at the time of signing the act of acceptance of services rendered

Dt 62-1 Kt 90.91 = 1,500,000 (1,770,000 - 270,000)

Dt 90, 91 Kt 68 = 270,000 rubles.

5. The contractor takes into account the costs of organizing the event

Dt 20, 23, 26, 44, etc. Set 60, 76 = 1350,000 rubles. (424 800-64 800 + 1168 200- 178 200)

6. Reflected VAT on services received

Dt 19 Kt 60.76 \u003d 243,000 rubles. (64 800+178 200 rub.)

7. The deduction of VAT from the services of advertising providers and from prepayments in the total amount of 513,000 rubles is reflected. Incl.

Dt 68 Kt 19 = 243,000 - accepted for deduction of input VAT from the services of advertising providers

Dt 68 Kt 62-2 (76av) = 270,000 rubles. - accepted for VAT deduction from prepayment

8. Dt 62-2 Kt 62-1 = 1770,000 rubles. - deducted prepayment at the time of signing the act

Sponsor taxation

Income tax: accounting features.

In accordance with paragraphs. 28 p. 1 art. 264 of the Tax Code of the Russian Federation, sponsorship is reflected in other expenses (letters of the Ministry of Finance of the Russian Federation No.

The sponsor's expenses can be non-standardized and standardized (letter of the UMNS for the city of Moscow dated July 19, 04 No. 21-09 / 47989). It all depends on the terms of the contract.

Expenses that are included in other expenses of the sponsor in full:

Advertising expenses through the media (advertisements in newspapers, magazines, radio and television broadcasts, etc.) and through telecommunications networks (letter of the Ministry of Finance of the Russian Federation No. 03-03-04/2/201 dated 05.09.06);
- Costs for the production of outdoor advertising, incl. light, advertising stands and billboards;
- Expenses for the production of printed advertising publications: brochures and catalogs that contain information about goods, works, services, trademarks and service marks or about the organization itself.
Standardized expenses for income tax purposes are recognized in the amount of not more than 1% of the proceeds from the implementation of the sponsor's activities. These include:
- expenses for the manufacture or purchase of prizes to be presented during the event.
- expenses related to mentioning the sponsor verbally or by depicting his trademark on sports equipment, uniforms of athletes during sports competitions (letter of the Ministry of Finance of the Russian Federation dated 27.03.08 No. 03-11-04/2/58);
- other types of advertising that are not classified as non-standardized.

If the act on the provision of advertising services indicates only the total amount for sponsorship without decoding the costs, and the contract states that advertising costs can be both standardized and non-standardized, then the entire amount of costs should be reflected in the form of normalized expenses.

What documents confirm the expenses for advertising about the sponsor? These must be expenses that are directly attributable to the sponsoring company. For example, analytical calculations, marketing research, an order from a manager to conduct an advertising campaign, etc.

If the sponsor uses the method of determining revenue - on accrual, then the amount of financial assistance is included in the expenses in the period in which they were incurred. This is confirmed by the date of the act of acceptance of services or after the promotional event (clause 1 of article 272 of the Tax Code of the Russian Federation).

Sponsor value added tax

Upon receipt of an advance payment (meaning paid sponsorship) in cash, the sponsored person issues an invoice for this amount, on the basis of which the sponsor has the right to accept VAT for deduction (clause 12, article 171 of the Tax Code of the Russian Federation). In this case, the sponsor must meet several conditions in the confirmation:

The advance must be stipulated by the contract;
- in the hands of the sponsor must be a payment document for the transfer of funds as an advance payment (clause 9, article 172 of the Tax Code of the Russian Federation).

When transferring sponsorship in the form of property, according to the Ministry of Finance, the deduction of VAT from the prepayment is illegal, since the customer does not have a payment order (letter No. 03-07-15/39 dated 06.03.09).

In arbitration practice, there are cases when VAT on non-cash prepayment is also legal (Resolution of the Urals District No. Ф09-5136/11 dated 09/14/11).

After registration of documents on the final performance of the service (signing of an act on the provision of services), if there is an invoice, VAT is deductible (clause 1, article 172 of the Tax Code of the Russian Federation). At the same moment, VAT from the prepayment must be restored (clause 3, clause 3, article 170 of the Tax Code of the Russian Federation).

In what amount can VAT be deducted: in full or according to the standard? Arbitration practice assesses the situation differently. Some believe that VAT is accepted only according to the standard, referring to par. 2 p. 7 art. 171 of the Tax Code of the Russian Federation and letter of the Ministry of Finance of the Russian Federation No. 03-07-11 / 285 dated 06.11.09 (Decree of the Ural District No. Ф09-746 / 06-С2 dated 20.02.06).

Others support taxpayers, referring to the fact that paragraph 7 of Art. 171 of the Tax Code of the Russian Federation is related only to a certain type of expenses: travel and hospitality. For other types of expenses, the norms are not provided for by law. Referring to this circumstance, VAT on advertising expenses can be deducted in full, which is proved by the Resolution of the Presidium of the Supreme Arbitration Court of the Russian Federation No. 2604/10 dated 06.07.10.
The topic of deducting VAT from advances for sponsorship is a problematic one, and disputes with officials, most likely, cannot be avoided.

Example 2

Let's take the conditions of example 1. The sponsor transfers the entire amount as an advance payment. The contractor issues an advance invoice to him and, on its basis, the sponsor makes the following entry:

Dt 91 Kt 51 = 1,770,000 rubles. – sponsorship was transferred from the current account

Dt 68 Kt 76-av = 270,000 rubles. – accepted input VAT from the advance

After signing the act of services rendered, the sponsor makes the following entries:

Dt 99 Kt 68 = 270,000 rubles. - VAT charged on sponsorship services.

Dt 76-av Kt 68 = 270,000 rubles. – refunded VAT from the advance payment

Transfer of sponsorship of finished products or goods

In practice, often the sponsor provides assistance not in cash, but in property or goods. In this case, in addition to other documents, the parties enter into an agreement on the offset of counter obligations. Such an agreement is an operation to sell: goods from the sponsor and advertising services from the sponsored party.

Sponsor's VAT

VAT from the sponsor is charged on the date of shipment of goods (clause 1 clause 1 article 167 of the Tax Code of the Russian Federation). The tax base for VAT is the amount of this shipment itself (clause 2, article 154 of the Tax Code of the Russian Federation). VAT deductible from the sponsored party on the basis of the invoice is accepted according to the general rules.

Sponsor income tax

The transfer of finished products as sponsorship is taken into account as a tax base for income tax. Revenue is revenue from ordinary sales (excluding VAT) and is reflected in income at the time of shipment (clause 3, article 271 of the Tax Code of the Russian Federation).

If the income is received in kind, then its size is determined based on the transaction price. Simply put, income from sponsorship is income calculated at the regular selling price of finished products without VAT (clauses 4 and 6 of article 274 of the Tax Code of the Russian Federation). Revenues can be reduced by the amount of expenses associated with the sale of these products.

Example 3

The organization produces cars and is a sponsor of the rally. In the form of sponsorship, finished products are transferred - cars in the amount of 3 pieces. The cost of cars is 1,062,000 rubles, incl. VAT 162,000 rubles. The Contractor distributes information about the sponsor on television and on billboards at the time of the rally. The cost of one car is 250,000 rubles. The cost of cars is determined in the contract between the parties and is equal to the price of their sale (300,000 rubles). Cars are handed over in the month of the event.

We reflect the income from the sponsor

Dt 62 Kt 90 = 1062,000 - sales of cars are reflected

D-t 90 K-t 68 = 162,000 VAT accrued on transferred cars

Dt 20, 23, 25, 26, 44 Kt 60, 76 - costs for the purchase of spare parts for cars and
other expenses related to the production of automobiles

Dt 90 Kt 20 \u003d 750,000 rubles (250,000 * 3) - the cost of cars is determined

Thus, in the tax accounting of the sponsor, the taxable base for profit will be calculated as follows:

1062,000 - 162,000 - 750,000 \u003d 150,000 rubles.

Sponsorship and charity: what's the difference?

The law does not prohibit sponsorship from being provided free of charge, i.e. without counter obligations. Sponsorship can be provided free of charge only for certain events, as defined in paragraph 9 of Art. 3 of Law No. 38-FZ.

But gratuitous assistance is not always charitable, but only if it is provided to a non-profit organization or an individual for the purposes specified in paragraph 1 of Art. 2 of Law No. 135-FZ. If the recipients of sponsorship are commercial organizations, political parties, movements, and others, then sponsorship will not be charitable (clause 2, article 2 of Law No. 135-FZ). With gratuitous sponsorship for such purposes, gratuitous sponsorship takes place.

Taxation of charity and gratuitous sponsorship.

income tax.

Expenses in the form of charity by transferring property or targeted funds to non-profit organizations do not participate in determining the taxable base for income tax (clauses 16 and 34 of article 270 of the Tax Code of the Russian Federation), since the purpose of such operations is not to generate income (clause 1 of article 252 Tax Code of the Russian Federation). Thus, both charitable and gratuitous sponsorship do not reduce taxable income for the sponsor.

Features of VAT accounting.

On the basis of paragraphs. 12 p. 3 art. 149 of the Tax Code of the Russian Federation, operations for the gratuitous transfer of goods (with the exception of excisable goods), the performance of work, the provision of services, the transfer of property rights for the purposes of charitable activities are not subject to VAT if the assistance is provided for the purposes specified in Art. 2 of Law No. 135-FZ.
In addition, supporting documents must be issued for a charitable organization. Otherwise, charitable assistance may be questioned by the tax authorities and subject to VAT.

Thus, to confirm charity, you must:

Confirm the charitable nature of the event;
- provide supporting documents.

The documents confirming charity are:

Contracts for the gratuitous transfer of goods, performance of work, provision of services as part of the provision of charitable activities;
- Copies of documents confirming the registration of the transferred property or funds with the recipient of assistance;
- Acts or similar documents evidencing the intended use of goods, works, services received as charity.

At the same time, it should be borne in mind that in the case of the provision of gratuitous sponsorship, which is not charity, the sale of goods for these purposes is subject to VAT (Article 146 of the Tax Code of the Russian Federation). If funds are transferred, then such expenses are not subject to VAT (clause 1, clause 3, article 39 and clause 1, clause 2, article 146 of the Tax Code of the Russian Federation).

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You are a sponsor

Let's start with the option when you are the sponsor. You need to clearly understand what kind of sponsors there are and what exactly they receive. It is customary to distinguish between the following sponsorship gradations:

1. Title Sponsor.

By and large, if an event or project has a title sponsor, other sponsors are no longer required, since the title sponsor covers one hundred percent of the cost of this project with its financial contribution. Just title sponsorship is an obvious prerogative of large companies. But it is immediately worth noting that title sponsors are rare.

1. The general sponsor.

Such a sponsor pays 50% of the cost of the event.

1. Official sponsor.

His contribution is 25% of the project cost.

1. Sponsor-participant.

These sponsors usually contribute less than 10% of the cost of the event.

1. Information Sponsor.

Usually they are various media: TV channels, radio stations, magazines, newspapers, Internet resources.

1. barter sponsors.

Such sponsors contribute not money, but certain products or services.

Your benefit

All sponsors participate in events solely for their own benefit. In exchange for money (or other contributions), they receive advertising. That is, sponsorship is just one of the options for an advertising campaign. Depending on the amount of the deposit, the amount of advertising opportunities provided varies. Common offers for sponsors are:

• placement of advertising in a television commercial dedicated to the event.

In this case, the sponsor's video (or screensaver) comes before or after the event advertisement. Other options are placement of the sponsor's logo in the general splash screen, verbal mention of the name (name) of the sponsor (or trademark), a running line with the names (names) of sponsors during the video advertising the event. Accordingly, depending on the amount of investment, the amount of advertising time and the size of the logo vary. And usually only the title or general sponsors can claim their own video or screensaver;

• placement of advertisements in radio commercials advertising and announcing the event.

Again, title and general sponsors may be able to place their own video before or after the main video. Other sponsors are content with verbal mention of the name, name or brand;

• placement of advertisements in print media.

Typically, the print media contains modules advertising the event and articles about the event. In modules, the size of the logo directly depends on the size of the contribution (the larger the contribution, the larger the logo and the more advantageous its location). The articles vary in the amount of mention of the sponsor (a story about the entrepreneur, a brief transcript of the activity, a simple mention, no mention at all);

• placement of advertising on promotional materials of the event.

Typically, such materials are: banners that will be placed on billboards around the city, posters placed on pedestals and other specialized media, flyers and invitation cards, booklets, leaflets and other similar products (for example, there are also catalogs at exhibitions). Sponsor logos are placed on these products, only their size changes;

• placement of advertising materials of the sponsor on the territory of the event.

Sponsors can place their banners, posters, streamers on the territory of the event (concert, sporting event, exhibition, etc.). In this case, the size of advertising materials and their location vary. The larger the contribution, the larger the material and the more profitable the place;

• the possibility of distributing promotional materials on the territory of the event.

Such materials are booklets, leaflets and other promotional products of the sponsor;

• announcement of sponsors at the official ceremony.

Depending on the event, the concept of an official ceremony may vary, but nevertheless, some kind of opening word usually exists. Saying it, thank the sponsors. A whole speech can be made about the title and general sponsors, including a story about new products and advertising slogans - mottos, the rest are simply mentioned;

• other possibilities.

The specifics of the event allows you to give sponsors some additional benefits: for example, advertising on displays, the establishment of their own nominations in competitions, etc.

So, sponsors, regardless of the size of the contribution, by and large receive the same thing: it is not the opportunities that vary, but their size. Moreover, advertising is paid not only with those sponsors who contribute money, but also with barter sponsors. And just the various options for barter sponsorship are very beneficial for individual entrepreneurs.

How to become a sponsor

Barter and media sponsors actually donate the product they release or sell. What are the possibilities here?

Firstly, not only the media can act as information sponsors. You can place posters promoting the event, for example, on the territory of your stores. You can also distribute flyers advertising the event to your buyers and clients, send invitations to the event to your address base (by e-mail, regular mail or fax). Doing all of the above, you will get into the rank of information sponsors. That is, without any special costs (when compared with the investments of "cash" sponsors), you get a package of advertising services.

Secondly, barter sponsorship. Here, in general, the scope for imagination is huge. If you are engaged in food products (the profile of activity is from an ordinary grocery store to the production of any products), you have a direct road to the sponsors of the buffet table dedicated to the event. There are many options: drinking water entrepreneurs can put coolers on the territory of an exhibition or seminar, tea shops can provide tea and coffee for these coolers, culinary production can make cakes with the logo of the event, a salad maker can provide their products, etc.

If you are the owner of a taxi fleet, the opportunity for you to become a sponsor is the organization of transportation of important guests. Printing companies usually fall into the rank of printing sponsors by printing promotional products. The atelier can design and sew costumes for hosts or promotional staff. As you can see, the possibilities are huge.

What will we sponsor

Now let's decide which projects make sense to support and which don't. The sponsored event itself must meet the following requirements:

1. Orientation to the target audience of your product.

For example, you own a pet store. This means that you should be interested in projects related to the profile of your activity: animal exhibitions, fashion shows for animals, etc. If you sell or produce children's goods, you should sponsor various performances for children (in theaters, cultural centers, on the street), concerts of children's ensembles, cartoon premieres in cinemas, etc.

1. Attractiveness to the target audience of your product.

It is possible that the organizers are counting on your audience, but the audience itself may not be attracted to this project at all. Think logically about whether the event is interesting and will attract people.

1. Improving your company's image and matching your brand values.

Let's say you sell baby products. It is quite obvious that the values ​​of your company include a friendly family, protection of motherhood and childhood. If you suddenly decide to support the cause of pro-abortion or the legalization of drugs, the brand image will be greatly damaged. But keep in mind that reverse projects, such as against abortion, are also not beneficial to you, since the associations they give rise to are not at all necessary for your brand.

1. High-quality information and advertising support for the event.

You are sponsoring to advertise your business, so the amount of advertising is very important. Ask in advance what communication channels will be used and what your company will personally get from this.

The documents

Let's not forget about such an important point as the package of documents that the organizers must provide you with. Ask the organizers for a sponsorship package and a presentation folder. The sponsorship package outlines what is required from a particular sponsor and what he receives in return. Do not be afraid to make suggestions regarding, for example, possible barter sponsorship. Usually the organizers willingly accept them. The sponsorship package must include a calculation of the sponsorship effect or the impact of advertising on the representatives of the target audience. It is necessary that the package specifies the expected number of contacts with the target audience, and also motivates the choice of media. The package must also be accompanied by a sponsorship agreement and a media plan, which describes specific promotional activities. The contract should be read very carefully, especially the part relating to force majeure. In particular, this applies to public events (the main "risk group" - actions held in the open air, show programs, sports competitions). Find out what guarantees the return of your investment in the event of a project failure.

Issue price

When deciding to become a sponsor, calculate how much money you invest in the project and what advertising effect you expect. The advertising effect should ideally be much larger and much cheaper than a conventional advertising campaign. If the traditional version of advertising is more efficient and profitable, then there is no point in getting involved in sponsoring this event.

So, an entrepreneur may well become a sponsor of a serious project or event. At the same time, he gets a decent advertisement for his business for very little money (in the case of barter options) and raises the enterprise to another level (equalizing himself with serious "business sharks" investing in this event). The main thing is to choose the appropriate event and choose the best option for sponsorship.

What can you get from sponsors

We are used to the fact that sponsors support various large projects. However, the business of an individual entrepreneur may well become an object of sponsorship. Most often, various enterprises associated with food production act as sponsors.

Example 1. You want to open a summer cafe. Furniture for cafes, umbrellas, refrigeration equipment, and fences will represent a fairly serious expense item. However, all this can be obtained completely free of charge from sponsors. Manufacturers of beer, carbonated drinks and ice cream will gladly provide you with refrigerators, umbrellas, tables, chairs, fences, and even dishes and staff uniforms with their own advertising. This will significantly reduce the costs associated with starting a business. Of course, you won’t have to talk about your own bright brand, but by and large, in a seasonal business, this is not so necessary.

Of course, negotiations with manufacturers will have to be carried out in advance, and not during the launch, and they will most likely put forward their own counter conditions (usually a ban on trading in a competitor’s product), but favorable compromises are always possible in everything.

Example 2. Consider a typical grocery store. Here, the standard options are the provision of branded refrigerators and various little things like coin boxes. Everyone is already used to this and they don’t even perceive it as sponsorship. However, you can find additional options and feel free to offer them to sponsors. For example, help in making a good illuminated sign. It can contain both the name of your store and sponsor advertising (for example, the logo of a beer or other brand). The benefits for both parties are obvious. Another option is the joint production of uniforms for staff. In this case, a branded T-shirt, for example, has both your brand logo and the sponsor's brand logo. Savings are evident.

Consider who can sponsor your business. Most likely, these will be your suppliers. You can ask them for a lot - from uniforms to exhibition equipment, from promotional materials to advertising money. But there are other options as well. For example, you can print an advertisement for your company for free and distribute it to mailboxes. You will offer the sponsoring printing company to place their advertisement on the leaflet, and you will take over the distribution. With a little imagination, you can come up with a lot of such promotions at someone else's expense.

Sponsorship is a good opportunity for business growth without serious investments, and you should definitely not turn a blind eye to it. Before giving a decisive refusal, analyze all the pros and cons of each proposal. Maybe they offer you a real freebie?

I.V. Potapova

Independent business consultant,

training manager