Sponsor priorities
Visa recently ended its sponsorship of the Rugby World Cup games. The company viewed its involvement in the context of its overall sponsorship strategy.
Sponsor priorities change, they are affected by the economy, and are influenced by other sponsorship options available to the company.
I once tried to sign a sponsor to a 6000-runner event only to find out my competition was an advertising insert in the food section of a newspaper and a party in a tavern. I lost out to the tavern.
ALWAYS view sponsorship from the company's perspective, not the event's perspective. Know what the company wants to achieve with a sponsorship and make the case about how your event can help achieve the company's goals.
Posted in Money