Event Marketing and Sponsorship Proposal for Brissie to the Bay Bike Ride

This is an event marketing proposal to Isuzu motor company to sponsor the Brissie to the Bay bike ride marathon that will take place on 27th of June 2018 for fundraising for the people suffering from multiple sclerosis diseases. The proposal begins with the information about the event which includes the date for the event, venue of the event, purpose, the target attendees, and the entrance fee.

Running head: SPONSORSHIP PROPOSAL 1
Event Marketing and Sponsorship
Name:
Affiliated Institution:

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SPONSORSHIP PROPOSAL
Proposal Cover Letter
Brissie to the Bay Bike Ride,
Locked Bag 370,
COORPRADO DC,
QLD 4151,
Phone: [phone]
Fax: [phone]
Isuzu UTE Australia,
1000 Wynnum Road,
Cannon Hill,
QLD 4170,
Australia
Phone: [phone]
RE: Application for Sponsorship of a Fundraising Event
Dear Sir/Madam,
This is my application to ask for your sponsorship in the Brissie to the Bay bike ride
event that will take place on 17th of June 2018 because I believe our partnership can be a positive
one for both of us. Brissie to the Bay fundraising event is organized for the purpose of
fundraising money that will help millions of Australians living with multiple sclerosis disease.
The event will involve different categories of bike riding marathons starting from 10km to
100km races. The event targets more than 1000 attendees and to raise $1.3 million.

3
SPONSORSHIP PROPOSAL
I am looking for thirty five thousand dollars sponsorship, with 60% provided in two
months before the event in a deal that will see you get exclusive naming rights of the event,
advertisement and branding. The money will help us to prepare for the event adequately in terms
of marketing and ticket printing.
Our partnership will not only increase your visibility on the market but also provide an
opportunity for you to meet with your target market and network. This deal will also provide you
with a way to gain a competitive advantage on the market due to the benefits package that come
with.
I look forward to your positive response about this sponsorship partnership.
Yours sincerely,
Brissie to the Bay

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SPONSORSHIP PROPOSAL
Executive summary
This is an event marketing proposal to Isuzu motor company to sponsor the Brissie to the
Bay bike ride marathon that will take place on 27th of June 2018 for fundraising for the people
suffering from multiple sclerosis diseases. The proposal begins with the information about the
event which includes the date for the event, venue of the event, purpose, the target attendees, and
the entrance fee. It goes ahead to describe the target market for the event and the sponsors also.
The next part outlines the marketing plan for the event and how it will be carried out. This is
followed by a description of sponsor benefits. In this part, the sponsor will be made aware of
what they will get from the event and how. The next segment is the leverage ideas, which
explains in detail in what ways will the event support the sponsors achieve their value for money
from the sponsoring the event. The following part talks about sponsor investment which
describes the amount the event organizers are seeking from the sponsor to prepare for the event.
This is followed by the appendices and then the inventory for the value of assets. In the
inventory, the value of assets to be offered to the sponsor during the event is calculated.

5
SPONSORSHIP PROPOSAL
Table of Contents
Proposal Cover Letter..................................................................................................................................2
Executive summary.....................................................................................................................................4
Event property details.................................................................................................................................6
Target market..............................................................................................................................................7
Marketing plan............................................................................................................................................7
Sponsor benefits..........................................................................................................................................8
Merchandising rights...............................................................................................................................9
Reserved VIP tickets and space for the event..........................................................................................9
On-site product sampling........................................................................................................................9
Use of logos, images, and trademarks in the event.................................................................................9
Online-related benefits such as contributions to the content of the website.......................................10
Creative Leverage Ideas.............................................................................................................................10
Sponsor live streaming..........................................................................................................................10
Naming rights........................................................................................................................................10
Charging station.....................................................................................................................................11
Illuminated smart walls plus social media.............................................................................................11
Opening and closing parties..................................................................................................................11
Video interviews....................................................................................................................................11
Sponsor’s Investment................................................................................................................................12
Value of the Sponsorship...........................................................................................................................12
Appendices................................................................................................................................................13
Inventory of Assets....................................................................................................................................14
References.................................................................................................................................................18

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SPONSORSHIP PROPOSAL
Event property details
The event is the Brissie to the Bay bike ride that has been in existence for more decades
and has been part of the Brisbane cycling scene. The event is scheduled to be held on 17th of June
2018 and Queensland will be the venue of the event (Brissie to the Bay, n.d.). The event does not
only provide fun for families and friends but is also targeting to raise 1.3 million dollars to help
people living with multiple sclerosis. This is money that will go to help change lives of
thousands of people who have this condition so that they can also have a chance to live a healthy
life. Multiple sclerosis is a neurological disease that is unique to every person regarding severity,
symptoms, and development of the disease. Therefore, this an event that is targeting
contributions from the attendees that will help create programs and support that will help
improve the lives of people living with this disease (Brissie to the Bay, n.d.).
There will be four different types of marathons so that every person is taken care of. The
marathons are divided according to distance whereby there is a 10km marathon around the
Brisbane Riverside that is family friends. There is also the scenic 25km marathon ride to
Balmoral, 50km classic ride to Wynnum and the most challenging one, 100km course marathon
ride for the experienced riders. So from the four marathons, it means that everyone that attends
the event will be catered for so that everyone can enjoy the day (Brissie to the Bay, n.d.). The
entry price will be as follows; 10 to 25km ride will pay 75 dollars for adults, children between
the age of six and seventeen years will pay 55 dollars and children below the age of 5 years will
enter free. There is also a family package whereby a family with a maximum of 5 people and
composed of a maximum of two adults and three children will pay 200 dollars. The second
category is the 50km ride whereby adults will pay 110 dollars, children between the age of 13
and 17 years will pay 65 dollars, a family with a maximum of four people composed of a

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SPONSORSHIP PROPOSAL
maximum, of two adults and three children will pay 200 dollars. The last category is the 100km
ride whereby adults will pay 140 dollars and children between the age of 16 and 17 years will
pay 80 dollars.
There is also a free to download Brissie to the Bay mobile application that is used to help
the interested parties to fundraise through paying of their entry tickets, fundraise through email,
Twitter and Facebook, sent emails of their fundraiser page to other people to motivate them to
participate in the event as well as thank the sponsors for their support (Brissie to the Bay, n.d.).
The app will also be used to view personal fundraise progress of the team members, the
interactive course maps of the ride marathon distances and view individual and team
leaderboards.
Target market
The target market for this event will be the MS legends and the 1000 dollar club
members. These are individuals who have gone above and beyond in the fundraising for the
event to fight multiple sclerosis. The other target market will be the adult members of the events
because of their financial power to fundraise and participate in the marathons. The third target
market will be the corporate teams (Brissie to the Bay, n.d.). Corporate groups are those teams
that fundraise more than 1000 dollars for the event. The fourth target market will be the
volunteers who include the groups such as course marshals, drink station assistants, registration,
left luggage assistants, merchandise, and event flows. These are the people who apart from the
usual duties in the event, will also assist in the marketing and branding of sponsors.
Marketing plan
The market mix utilized to promote the event will do differently. First of all, the event
has a stellar and interactive website which is the main component of marketing the event. The

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SPONSORSHIP PROPOSAL
site is well designed and offers a good experience to the users. The site will be detailed with the
event’s activities and information as well as sponsor’s information, contribution, and
acknowledgments. There is a free to download Brissie to the Bay mobile application that will be
used to fundraise as well as acknowledging sponsors for their support for the event. Through the
app, a person can access the fundraiser accounts that will include uploading pictures straight to
the fundraising page, fundraising through social media platforms and email sending. Email is
sharing the fundraising page, motivating team members, and thanking sponsors, observe
individual fundraise progress, view different marathon course maps, and see individual and team
leaderboards. The application is available for both Android and iPhone.
There is also digital marketing that will lay the foundation for attracting more people to
the event. Digital marketing will be done through social media platforms such as Facebook,
Twitter, Instagram and WhatsApp (Kim, n.d.) There are also poster downloads that can be done
on the website. The posters can be put up in local stores, schools, offices, and libraries to
encourage new or potential customers (McDonnell & Moir, 2014, The other marketing plan is
through merchandise which can be purchased upon registration for the event. Some of the
merchandise include the 2018 MS Brissie to the bay jersey which goes for 99 dollars. The
second one is the 2018 MS Brissie to the Bay T-shirt which goes for 27 dollars. The merchandise
can as well be used to market the event as well as promote the sponsors visibility on the market
(Kim, n.d.).
Sponsor benefits
The sponsor who will partner in support of the event will also benefit from the function in
so many ways. The sponsor’s main advantage will be to gain visibility on the market and
enhance their penetration on the market by improving their market share (Fisher, n.d.). Since the

9
SPONSORSHIP PROPOSAL
event will possibly attract hundreds to thousands of attendees, the sponsor will stand a chance to
market their products to the attendees as well as more people will get a chance to know more
about their products and services. This will be done in the following ways;
Merchandising rights
The sponsor will get merchandising rights that they may use to promote their brand as
well as the event. Some of the merchants that sponsors can utilize are branded T-shirts, caps,
jerseys, and sweatpants. These products will be sold to the attendees or given as gifts depending
on specific criteria. Therefore, the sponsors will not only sell their merchandise but also promote
the visibility of their brand to the broader audience at the event (Fisher, n.d.).
Reserved VIP tickets and space for the event
The sponsor will get reserved space to sample their products to the attendees who will
provide an opportunity to promote their brand (Fisher, n.d.).
On-site product sampling
The sponsor will get an opportunity to sample their products to the attendees. This will
help not only market the products but also get potential buyers of their products. This will also
give the sponsor a competitive edge on the market.
Use of logos, images, and trademarks in the event
The sponsor will also be allowed to use their company logos, colors and trademarks to
promote their brand in the event. This will enhance their visibility in the event as well as in the
broader market (Fisher, n.d.).

10
SPONSORSHIP PROPOSAL
Online-related benefits such as contributions to the content of the website
The sponsor will also get an opportunity to contribute to the details put on the site of the
event which provide them with a chance to come up with content that promotes their brand. This
will also provide an opportunity for sponsors to design banners and advertisements on the event
website.
Allowing the sponsor to engage with event attendees by blogging on the website
The event organizers will support the sponsor’s social media platforms trending via their
channels through liking, retweeting and sharing of messages and images.
On top of this benefits, the sponsor will enjoy the following packages; product
endorsements, tailor-made hospitality for sponsors VIP audience, early access to event tickets,
introductions to celebrities who will be gracing the event, inclusion in media releases and press
conferences, and participation in the event by stakeholders and employees of the sponsor at a
discounted fee.
Creative Leverage Ideas
Sponsor live streaming
This is for those who will not be attending the event. This provides a means to reach out
to the broader audience who failed to show up to the event. Through live streaming, the
sponsor’s brand will be as well broadcasted. The social media channels for both the sponsors and
the event will be used to advertise the event as well as live streaming of the event (Fisher, n.d.).
Naming rights
The event sponsor will get naming rights of the event upon contract agreement and meet
the terms and conditions of the event. This way the sponsor will benefit from the brand being
visible to the public.

11
SPONSORSHIP PROPOSAL
Charging station
This will be done in such a way that sponsor will have a charging station where the
attendees will drop by to charge their phones and laptops. In this charging booths, sponsor’s
logos will be placed carefully in a way that they are visible to the attendees.
Illuminated smart walls plus social media
This technique is an event stopper because the illuminated walls are perfect for mixing
social media with digital display. This will be used to develop a hub that connects attendees via
online platforms like Instagram and Twitter. The main advantage is that it’s the attendees of the
event who will create content for the sponsors. This could be done through hashtags specific to
the event as a package of sponsorship.
Opening and closing parties
These opening and closing parties will be exclusive to the sponsor. These parties will
provide a platform for branding and networking as well as an opportunity for catalog listings,
placement of the logos and promotions on social media.
Video interviews
These interviews will be offered as part of the package for the sponsors because videos
are a better means to attract the attention of the attendees rather than reading materials. These
videos will be uploaded to the social media as well as the event website and blog. With the event
expecting hundreds of attendees, the social platforms will be stronger and trend therefore
providing an excellent opportunity to promote sponsor’s brand.

12
SPONSORSHIP PROPOSAL
Sponsor’s Investment
The event targets investment of a sponsorship package of thirty-five thousand dollars.
The event seeks a 60 percent of the total sponsorship two months before the real day. This is to
help in the facilitation of the event, preparations of the venue, tickets, advertisements, and other
necessary stuff for the event. There can also be future agreements such as discounts for multi-
year sponsorship contract agreement depending on how successful this event turns out. Upon this
sponsorship, the sponsor will gain exclusivity to the event for branding and networking and
exposure to the target market.
Value of the Sponsorship
The value of the sponsorship to the sponsor is the advertisement that the event will offer.
The marketing, branding and networking benefits that event brings on the table are of so much
value to the sponsor. First, they increase the visibility of the sponsor’s brand to their target
market all at once. It is also through the event that the sponsors get an opportunity to meet face to
face with the target market and build a network whereby the sponsor can sample the products to
them. The event is also of value to the sponsor because it will help the sponsor increase
penetration on the market thus gaining a competitive edge over its potential competitors. By a
mere fact of a brand, sponsoring a fundraising event of a disease that has affected millions of
people in Australia is enough strategy of building its brand of helping the people in need.
Moreover, the brand loyalty can also be increased through the event. Therefore, the
sponsor will also be able to retain the already customers it had in the past. The event is also of
value as on occasion; it will be able to trend on social media platforms, therefore, using it as an
opportunity to market its brand.

Running head: SPONSORSHIP PROPOSAL 13
Appendices
Table 1: Inventory costs
Note The source Cost (A) Cost
plus
The
inclusion
of cost
plus
amount
(B)
Actual
cost
(A+B)
1* http://www.bannershop.com.au/ $230 20% $46 $276
2* http://www.bannershop.com.au/ $500 20% $100 $600
3* http://www.bannershop.com.au/ $3000 20% $600 $3600
4* https://www.savvysme.com.au/question/9-how-
much-does-tv-advertising-cost
$4560 20% $912 $5472
5* https://www.contentfac.com/how-much-does-
social-media-marketing-cost/
$4000 20% $800 $4800
6* https://printcustomshirts.com.au/?
gclid=CjwKCAjwxZnYBRAVEiwANMTRXyQS
Lcg0490xRrBr-Avo-
YQjWF6FjISnDSkJxI7tK7OBX9sTbkI54xoCKC
sQAvD_BwE
$10000 10% $1000 $11000
7* https://printcustomshirts.com.au/?
gclid=CjwKCAjwxZnYBRAVEiwANMTRXyQS
Lcg0490xRrBr-Avo-
YQjWF6FjISnDSkJxI7tK7OBX9sTbkI54xoCKC
sQAvD_BwE
$5000 10% $500 $5500
8* http://www.fencewrap.com.au/price-list/ $5000 20% $1000 $6000

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SPONSORSHIP PROPOSAL
9* http://www.4webmarketing.biz/images/
theaustralianadrates.pdf
$14,469 15% $2171 $16640
10* https://www.vistaprint.com.au/lpt/posters-cat-
resp-marquee-sizes-3.aspx?
mk=poster+print&ad=p&crtv=257727780363&de
vice=c&psloc=1009824&pstid=aud-
301966669433%3akwd-24439182&psite=mkwid
%7cjx0is1CC&gclid=Cj0KCQjw6J7YBRC4ARIs
AJMXXscLf1xjgt6bpeA9Cmy6Z02Qr-
QIlm0VSFcVPDXRTGYt5xQHv2facLwaAhILE
ALw_wcB&couponAutoload=1&GP=05%2f25%
2f2018+06%3a33%3a25&GPS=5038085452&G
NF=0&rd=1
$5000 15% $750 $5750
11* http://www.discountprinting.com.au/flyers.php $116 20% $24 $140
12* https://www.printlocker.com.au/request_quote $2000 20% $400 $2400
13* https://www.onthegosports.com.au/ $2000 20% $400 $2400
14* http://www.trulydeeply.com.au/2015/12/how-
much-should-i-pay-for-my-branding/
$20000 20% $4000 $24000
Inventory of Assets
In this inventory of assets, I will use $75 as the average primary signage fee and an average of 1000 audiences for the event.
Table 2: Inventory of Assets
Asset Feature Function Benefit Cost Cost
plus
Actual
cost
Note Value Note
Signage
Banners 3m by 1m banners
displayed at the
entrance
Promote sponsors
brand to the broader
market
Increase brand
visibility and overall
brand development
$23x
10
20% $276 1* $281 1*

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SPONSORSHIP PROPOSAL
Billboar
d
3m square billboards
erected in Brisbane
Promote sponsor’s
brand to the broader
market
Increase brand
visibility and overall
brand development
$500 20% $600 2* $605 2*
Program
and
brochure
s
Program and brochures
for the attendees
Promote sponsor’s
brand at the
individual level.
Increase brand
visibility and overall
brand development
$3x1
000
20% $3600 3* $3650 3*
Media
Broadca
st media
campaig
n
Advertisements of the
event in the on
Television
Promote sponsors
brand to the broader
market
Increase brand
visibility and overall
brand development
$456
0
20% $5472 4* $5492 4*
Social
media
advertisi
ng
Facebook and twitter
advertisement of the
event
Promote sponsors
brand to the broader
market
Increase brand
visibility and overall
brand development
$400
0
20% $4800 5* $4840 5*
Mercha
ndise
T-shirts Branded T-shirts for the
event
Promote sponsor’s
brand at the
personal level
Increase brand
visibility and overall
brand development
$10x
1000
10% $12000 6* $12500 6*
Caps Branded caps for the
event
Promote sponsor’s
brand at the
personal level
Increase brand
visibility and overall
brand development
$5x1
000
10% $5500 7* $5550 7*
Hospita
lity
VIP
Space
and
advance
Space at the event for
sponsors
Provide sponsor
with space to
market and sample
their product to
Increase brand
visibility and overall
brand development
$500
0
50% $7500 8* $7550 8*

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SPONSORSHIP PROPOSAL
tickets event attendees
Total $322
90
$40748 $41528
Silver
Adverti
sing
Newspa
per
advertis
ing
Placing advertisement
about the event on the
daily newspapers
Promote sponsors
brand to the broader
market
Provide the sponsor
an opportunity to
market themselves
$14,4
69
15% $16640 9* $16700 9*
Posters Printing of posters to be
put in local stores and
offices
Promote sponsors
brand to the broader
market
Will increase
sponsor visibility to
the wider market
$500
0
15% $5750 10* $5770 10*
Flyers Printing of flyers to be
used for advertising
Promote sponsors
brand to the broader
market
Will increase
sponsor visibility to
the wider market
$116 20% $140 11* $160 11*
Mercha
ndise
Jersey Production and
branding of event T-
shirts
Promote sponsor’s
brand at the
personal level
Will increase
sponsor visibility to
the wider market
$200
0
20% $2400 12* $2450 12*
Sweatp
ants
Production and
branding of event
sweatpants
Promote sponsor’s
brand at the
personal level
Will increase
sponsor visibility to
the wider market
$200
0
20% $2400 13* $2450 13*
Total $235
80
$27530
Bronze
Venue
advertis
ement

17
SPONSORSHIP PROPOSAL
Venue
brandin
g
Advertising the venue
of the event
Promote sponsors
brand to the broader
market
Will increase
sponsor visibility to
the wider market
$200
00
20% $24000 14* $24100 14*
Total $200
00
$24100

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SPONSORSHIP PROPOSAL
References
Brissie to the Bay. (n.d.). MS Brissie to the Bay [Online]. Available at https://brissietothebay.com.au/ [accessed on 25 May 2018]
Fisher, S. (n.d.). 8 Creative Sponsorship Packages for Your Next Event [Online]. Available at https://blog.spinweb.net/6-creative-
sponsorship-packages
How Much Does A TV Commercial Cost? TV ad Costs & Budgeting. (2016, November 23) [Online]. Available at
http://lokomotion.com.au/tv-commercial-costs-part-one/ [accessed on 25 May 2018]
How Much Does it Cost to Outsource Social Media Marketing? (n.d.) [Online]. Available at https://www.contentfac.com/how-much-
does-social-media-marketing-cost/[accessed on 25 May 2018]
How much does TV advertising cost? - SavvySME. (n.d.) [Online]. Available at https://www.savvysme.com.au/question/9-how-
much-does-tv-advertising-cost [accessed on 25 May 2018]
Kim, S. (n.d.). 10 Steps for Creating a Great Event Marketing Plan [Online]. Available at https://blog.bizzabo.com/event-marketing-
plan [accessed on 25 May 2018]
McDonnell, I., & Moir, M. (2014). Event sponsorship. London [u.a.: Routledge.
MPlans. (n.d.). Event Planning Sample Marketing Plan - Marketing Strategy - Mplans [Online]. Available at
https://www.mplans.com/event_planning_marketing_plan/marketing_strategy_fc.php [accessed on 25 May 2018]
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https://riskassessmentbuilder.com/pricing/ [accessed on 25 May 2018]
Project Timing, Marketing Plan, and Offshore Molding. (2014). A History of a cGMP Medical Event Investigation, 55-67.
Promotional Event Banners & Signs Printing | Bannershop Australia. (n.d.) [Online]. Available at http://www.bannershop.com.au/
[accessed on 25 May 2018]
Seven Unique Benefits To Offer Event Sponsors. (2017). Special Events Galore, 17(11), 4-4. doi:10.1002/speg.30694

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SPONSORSHIP PROPOSAL
Skinner, B. E., & Rukavina, V. (2004). Event sponsorship. Hoboken, NJ: Wiley.
Ukman, L., & International Events Group. (2009). IEG's guide to sponsorship: Everything you need to know about sports, arts, event,
and entertainment and cause marketing. Chicago, IL: IEG.