Students are required to write an individual report that analyses the sponsorship arrangements of an event case study of their choice.

Using a report style format, you will assess the sponsorship of your chosen event case study in terms of its packaging, the existing sponsorship ‘fit’ or congruence, and the event’s ROI for its event sponsors. Your assessment should indicate whether your event case study is fully developed to industry standards or whether further development opportunities are possible, with reference to industry articles/reports and academic resources.

• Describe the existing sponsorship packaging of your chosen event case study.
• Is the event seeking in-kind sponsorship or cash sponsorship?
• Include tiered categories or a sponsorship ‘menu’ of event assets as they are presented by your event case study. Indicate how these assets relate to the key objectives of sponsors from the literature.
• Marks will be allocated by the identification of event elements or services which could be ‘packaged’.
• Examples of event assets include mentoring and professional development training for award winners, the printing of materials, design and PR services, filming and post-production, goody bag contributions, sole sponsorship of an award category, media partner, etc.
• Use the academic and industry literature to justify and support your analysis of partnership opportunities.

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