Detailed Sponsorship Proposal for Gold Coast 50 Running Festival Event

This document presents a detailed sponsorship proposal for the Gold Coast 50 Running Festival, scheduled for December 8, 2019, at Broadbeach, Australia. The proposal outlines the event's details, including running distances of 15km, 30km, and 50km, targeting a diverse audience of over 6,000 participants, primarily young adults aged 18-30, including local and international university students. The proposal emphasizes the benefits of sponsorship, such as brand promotion and increased awareness, with a focus on the primary, secondary, and tertiary target markets. It includes a comprehensive marketing mix, promotional strategies utilizing social media, and creative leverage ideas to enhance the event's impact. The financial aspects are also covered, detailing the investment of $17,250 from sponsors for an expected return of $24,300. The proposal also includes event details, target market analysis, promotion plan, creative leverage ideas, and budget, with references and appendices.

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Event Marketing & Sponsorship
Student’s Name
University
Course
Date

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Gold Coast Physio & Sports Health
12/110 Kortum Dr
Burleigh Heads QLD 4220
Australia
[phone]
21st May, 2019.
Dear Gold Coast Physio & Sports Health,
I am writing this letter to express the sponsorship opportunity with Gold Coast 50 Running
Festival. Our main event of running festival will take place on the 8th December 2019, at the Broad
Pratten Park, with an approximate of more than 4,000 attendee. Our main target market is
teenagers who are between 18 to 30 years who are university students who are both local and
international student within the Gold Coast universities. The individuals will engage themselves
with sport activities like 15km, 30km and, 50km footpath.
With a minimum contribution of $17,250 from your side will accommodate all required facilities
which will make the event festival successful. This includes printing material which will display
your organization logo and promotion through social media platforms. An estimation of return is
expected to $24,300. However, in sponsoring this event will promote organization products and
create long term relationship amongst the customers.

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If you are interesting to be our sponsor to the Gold Coast 50 Running Festival and evaluate more
our sponsorship plan, please contact us through email [e-mail].
Thank you in Advance, we are looking forward to hear a positive response from you soon.
Best Regards,
Ryan Kario
Gold Coast 50 Running Festival Coordinator

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Executive Summary
In summary, this document will be having a detailed Sponsorship Proposal which will outline
event marketing and sponsorship programs. The sponsorship proposal will be of Gold Coast 50
running festival which will be held at the beachfronts which are very beautiful beaches. Date of the
event is 8th December 2019. An approximate of more than 6,000 attendee who will participate in
sports activities like running of 15km, 30km and 50km. The target is the teenagers who are
between 18 to 30 years and they belong both local and international university within the Gold
Coast region. This market is categorized as, primary target market, secondary market, and the
tertiary target market which is more attracted by the event. Marketing mix is focusing on the
promotional plan which will help to achieve the marketing strategies like increasing the Facebook
follower by 10% based with previous year. Key advantage of the sponsorship is promoting and
increasing the awareness of the brand image among the existing and potential customer who will
attend the sponsored event. This will create a long-term relationship among the organization,
sponsor and the market.
Leverage idea is important to be implemented as planned. Before the events start every individual,
both participants and spectators will be confirming whether they have a T-shirt or singlet which
will be received before. This will issued after winning the race bib for everyone. During the Gold
Coast 50 festival, all competitors are required to be encouraged to have their water supply,
especially for long distance since the weather might change. Also, during the event aid station will
be packed full at a position of 3km interval for assistance in case of any injury occurred. After all

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the competition festival is over, all individual in the event is ready to celebrate and cheer for the
well-performed activities. The cut off time for the 50km will be at 12:30 pm for all participants.
Investment and value for the sponsorship program is as, Gold Coast will have to pay $17,250 and
expect a return of $ 24,300 as a gain. The cash will facilitate all required equipment which will
make the event successful and everybody enjoy including the sponsor.

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Table of Contents
Event Property Details....................................................................................................................6
Target Market.................................................................................................................................6
Primary Target Market..............................................................................................................7
Secondary Target Market...........................................................................................................7
Tertiary Target Market..............................................................................................................8
Promotion Plan for the Event........................................................................................................8
Creative Leverage Ideas...............................................................................................................10
List of Sponsorship Benefits.........................................................................................................11
Budget and Investment.................................................................................................................12
Value of the Sponsorship..............................................................................................................12
References......................................................................................................................................13
APPENDIX....................................................................................................................................17

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Event Property Details
Gold Cost 50 event is the home of most eye-catching beaches in the world. Gold Cost 50 is a
running festival which uses the roads adjacent and the footpaths for almost 15km, 30km and,
50km. The event will take place on 8th December 2019, at Pratten Park, Broad beach conflicting to
the school of Broad beach within Old Burleigh Road. The event will be a stunning running course
which will offer 50km to the people with 18years minimum, 30km will be participated by the
people with a minimum of 16 years, and finally, 15km will include people of minimum age 14
years. Also, the Gold Coast event will offer additional services like the run of 5km on the beach
where their parents will escort runners below 12 years, two-person relay, and 1km and 2.5km run
for the kids at the beach. The festival event will be very friendly since participants will be provided
with regular water end, aid station, and spectacular views. The registration will take place on 7th
and 8th December morning before the festival starts at the place of the event. For the event, it will
cost AUD 110 less the transport fee for those who will participate in the 50km. The rest will be
charged as 30km at $80, 15kn at $50, 5km at $35, 2 x 25km at $160, 2.5km at $20 and 1km at $ 15
(Green & Bennett, 2018). The targeted capacity of the visitors is more than 6000 Australian
citizen.
The recent partners and sponsors of the Gold Cost 50 event are Fractal, Titan, Gold Coast Physio
& Sports Health, Tri Travel, Gale force running squad, Aura, City of Gold Coast and the Runner’s
world. The festival event cannot be successful without all those sponsors and partners.
Target Market
Successful performance of a business depends on the effective strategies put on place by the
company. Target market is one of the essential factors which needs to be considered for any

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commercial or event to grow and be successful in the market. To have a thriving market target, one
should have also found, market segments, value proposition, and market mix available. Selecting
the best target market, it will attract the offering services and product to the market, thus
motivating the business to offer the best also (Magnani, Zucchella & Floriani, 2018). Brand
bullseye is the brand mantra which present the brand soul. The outer ring represents the
organization that operates with managers who supports their core value, vision, and mission. Gold
Cost 50 festival, which is to be held in December 2019, has selected its target market and classified
it has primary, secondary, and tertiary target market in the entire market.
Primary Target Market
The primary target market of the Gold Coast festival is the leading and basic market of the event,
which is composed of both genders. These individuals are teenagers who always stay on the Gold
Coast, and their ages are between 18 to 30 years. The primary purpose of this market to be
identified as the primary target market is because it is compressed by the teenagers who are in both
international and local students and the workers within those universities. The individual from
these institutions is much interested in sports and willing to challenge each other in sports and
games activities. According to the research of the teenagers is identified that individual over 18
years is actively enjoying them in adventurous like a sports competition, which are exotic
involvements (Basiaga-Pasternak, 2018). According to Murphy (2012), individual with more than
24 years old spend most of their time having interaction with others through social media
platforms. However, this is evidence that these individuals are easily motivated to take place in
promotional activities which will take place over social media.

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Secondary Target Market
The secondary market is the market which has a particular interest in the organization product or
services. The secondary market for the Gold Coast event is identified as the international students
who stay around the Gold Coast. Their ages are between 18 to 25 years; meaning are individuals
who are mostly interested in sports and other outdoor activities. Therefore, this is the high chance
of Gold Coast to utilize this opportunity in gathering cosmopolitan individuals in the same place
enjoying the different festivals. Through this interaction, it motivates the exchange of diverse ideas
from different culture and background, therefore, ending up to increase personal relation with
another (Arpaci, Baloğlu & Kesici, 2018).
Tertiary Target Market
The tertiary market is the last group in the market, which the Gold Coast is focusing on winning.
This market is composed of a group of individuals who are more than 10, who are willing to enjoy
the club challenge and other multiple events form the organization. The group might be composed
by the family members or corporate staffs who are willing to experience in fitness exercises. The
main reason to have ten individuals is to have a club challenge of the 3x3 marquee, which is
charges no fee. They are the reward of each marquee in the competition, thus ending up sharing
ideas, experiences, and motivating each other as the main agenda of the club challenge.
Promotion Plan for the Event
Event promotion activities are essential to the market, since, they will increase the event's product
awareness to the potential customers thus, increasing the chances of having a population of
customers in the market (Darmawan, Wong & Thorstenson, 2018). The promotional plan will help

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Gold Coast 50 event to achieve its' marketing objectives through applying the effective strategies
to the right portion of the market.
Promotion objective Strategy Rationale
Increase the population of
attendance for the age
between 18 to 30 years.
To place an advertisement on
social media platforms which
will be paid (Instagram and
Facebook are commonly used
social media).
Young individual living in
Australia who are interested
in sports adventure between
18 to 30 years are targeted.
The target population of the
market spends much time on
social media interaction,
therefore, are able to see and
trace sports post and share
them with their friends. In
one way or the other, this
may encourage participation
in the event.
Increase Facebook followers’
population by 15% in the
secondary market.
To create funny and
attracting Facebook Adds and
post those on the university
Facebook wallpaper, thus
attracting followers from the
target market.
To create motivational talk
within the university
institutions within the Gold
Coast region.
A university student is very
active in online activities like
the international students who
will always be on web pages
gathering information
through email or online
university platforms.
A talk is an encouraging tool
which will ensure smooth
interaction and students feel
free to ask any question

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which requires an immediate
response to the event festival.
Increase the sale of the ticket
to the secondary market by
the rate of 10% compared to
last year.
To encourage the selling of
ticket through email, which
will attract 5% promotion
deduction, if only they like
and share the email to others.
To have an offer of free one
ticket to the international
student who will be included
in the first round registration
of the event.
The technique will encourage
active participation in the
event since many of them will
be motivated to get the
reduction cost on the ticket,
thus increasing the sales.
This will encourage
international students to
participate by enjoying the
advantage of “the early bird
enjoys more mutual benefits.”
Creative Leverage Ideas
In this stage of the event proposal, it will arrange the event in three, which will facilitate the
smooth performance of the game. The leverage idea will organize the event considering the level
of activities to be involved before the event, during and after the event activities (Ziakas &
Trendafilova, 2018).
Before, in the morning of 8th December 2019, an individual who will be having no ticket will be
requested to get one before the start of the event. The regular time of the event to start is at 5.00am
by those only will participate in 50km only. Before the events start every individual, both

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participants and spectators will be confirming whether they have a T-shirt or singlet which will be
received before. This will issued after winning the race bib for everyone. This all will be
performed at the entrance of the race pack. Non-official interaction will be allowed between
different individual randomly, which will be done through movements, communication, dynamic
warm-ups, and orientation of several locations within the event. The critical site like first aid
station and water point while performing the event activities. Always, this will encourage a healthy
relationship within the people of different background and is ready and well prepared in mind what
next in the event progress. Gold Coast 50 photographers will be prepared to shoot the films and,
which will be used in social media promotion.
During the Gold Coast 50 festival, all competitors are required to be encouraged to have their
water supply, especially for long distance since the weather might change. Also, during the event
aid station will be packed full at a position of 3km interval for assistance in case of any injury
occurred. Many showers are located alongside all beachfront for cooling purpose and refilling
bottle tanks. All this facilitates are provided to ensure that participants are comfortably equipped
during the competition period. They will be the provision of return festivals which will not manage
the time scheduled as per the program.
After all the competition festival is over, all individual in the event is ready to celebrate and cheer
for the well-performed activities. The cut off time for the 50km will be at 12:30 pm for all
participants. After all, festivals are over, and the result will be provided electronically on the result
page of the race day. Certificates of the participants will be posted online, and each will be able to
print off on their own leisure time. Another gift of celebration will be a medal for all participants
who will be recognized as finishers of the GC50 run festival. All individual will celebrate together