Marketing Project: Futura Events Sponsorship in 3 Locations

This project focuses on securing and managing sponsorship for a music, art, and performance event organized by Futura Events across three locations in Coastal Victoria, Southern NSW, and South East Queensland. The project outlines potential sponsors, including Wengfu Australia, Max Leonel Realty, and Holden Special Vehicles, and details the approach taken to secure sponsorship from Holden Special Vehicles. It includes a comprehensive sponsorship evaluation method, considering the target audience, marketing outreach, strategic alignment, specific objectives, and return on investment. Part B presents the finalized sponsorship agreement with Holden Special Vehicles, including the event brief, sponsorship package, financial breakdown, and the detailed terms and conditions outlined in the sponsorship agreement. The agreement covers aspects such as the sponsor's rights, obligations, and termination clauses, ensuring a structured and mutually beneficial partnership.

Obtain and manage sponsorship
Part A
Type of Activity: Music, Art and Performance Event
Organisation: Futura Events
Location: Coastal Victoria, Southern NSW, South East
Queensland (3 Locations)
a. Sponsorship Opportunities – The sponsorship opportunities in this event are
very promising and both the parent organization and the sponsor organization
can gain sufficient benefits from the event. While Futura Events can get sufficient
funding for running the event in the three different locations, the sponsors will
be able to promote their business and gain significant amount of exposure to the
rural population.
b. Potential Sponsors – Three potential sponsors have been identified who may
be interest in the event and invest in the same. The three potential sponsors are:
Wengfu Australia, manufacturer of chemicals and fertilizers required in
agriculture, can promote their business in the rural areas
Max Leonel Realty, a real estate development company that can utilize the lands
in the rural areas for urbanization.
Holden Special Vehicles, an Australia based vehicle manufacturer that provides
various utility vehicles to the clients.
c. Approach to Sponsors – Among the three possible sponsors, Wengfu Australia
and Holden Special Vehicles have been shortlisted for discussions. Accordingly,
the advantages of sponsorship from both of them have been considered and the
mutual benefits from the sponsorship partnership have been evaluated. Futura
Events is interested in holding discussions with both the companies regarding
the sponsorship and has decided to initiate contact with them. Accordingly, two
letters have been documented and sent to the directors of both of the companies
for further discussion regarding possible new sponsorship and partnership. The
letters to the sponsors are provided in separate files attached.
d. Sponsorship Evaluation Methods – There will be a number of sponsorship
evaluation methods to be used for this project. These methods are listed as follows.
Target Audience – The target audience of the event is mainly the rural people of the
locations where the events are to be held and hence, the sponsors are to be
evaluated based on how they will affect the rural people in addition to the investment
in the event.
Marketing Outreach – The sponsorship deal is such set that the sponsor is allowed to
perform and promotions in the selected regions for marketing outreach.
Overall Strategic Plan – The sponsorship terms and conditions should align with the
overall strategic plan for Futura Events. The company, in addition to the financial

gains, is looking to promote music, arts and performance among the rural population
as well as provide exposure of various business organizations to the areas.
Specific Sponsorship Objectives – In addition to the basic objectives of the
sponsorship plan, there are also certain sponsorship objectives set by the sponsor.
These objectives need to be evaluated to determine feasibility as well as approval.
Sponsorship Program – The entire sponsorship process is to be incorporated into one
common sponsorship program through which the sponsor company can continue to
act as per agreement. This will be evaluated by determining the benefits that can be
gained by the parent organization and the sponsor so as to be build up a successful
partnership.
Return on Investment – The final evaluation method is the determination of return on
investment from the project. This is required to ensure the investment is made
correctly and as per agreement, the company will be able to pay back the investment
with interest to the sponsor.

Part B
As per the discussions of terms and conditions of the sponsorship program, the
sponsorship has been finalized with Holden Special Vehicles.
The sponsorship proposal package should include:
1. Event brief – The proposed event will take place in the fall season (March /
April) and will be hosted in three different locations. The main aim and target of
the event is to promote art and performances among the rural people as well as
provide exposure to them to the sponsors from whom, they can get several
benefits and future relationships.
2. Holden will receive naming rights of the event as well as several other benefits
from the promotions like receiving new orders for manufacturing of advanced
agricultural vehicles.
3. Sponsorship Package
The entire sponsorship package includes the investment of $50,000 from Holden
subject to condition that will also allow Holden to use their names with the event
design and promote their vehicles during intervals or after the show.
4. A financial breakdown of all costings.
Requirement Estimated Cost
Arrangements and Set Up of Stage $25,000
Installation of Electrical and Other
Utilities
$2500
Design of IT and Event Logo $2500
Facilities to the Participants and
Guests
$5000
Others $100000

SponsorshipAgreement
Date: _________________________________
Between
_____________________________________________________
Sponsor [1st Party]
AND
_____________________________________________________
Sponsee[2nd Party]

TERMS OF AGREEMENT:
1. The sponsee makes the agreement to give contribution to the sponsor the
following sponsorship rights: (Here you will list all benefits to sponsor.)
2. It is decided that at the time of renegotiation, the sponsee will automatically
request the sponsor to renegotiate the agreement.
3. The sponsorship agreement will be valid for the period of 10/03/2019 to
09/04/2019.
4. The sponsor makes agreement to provide:
 Funds for the event
 Special discounts on their products for the rural people attending the
event
 Various arrangements for the events in the three location
5. The sponsee agrees to provide the sponsor in the form of payback in
installments.
6. In case any point of a disagreement arising that the parties find difficult to resolve
by themselves, the parties will make agreement to refer the matter to an
independent arbitrator appointed by mutual agreement.
7. If the parties are not ready to agree on an arbitrator, or both parties are not
satisfied with the decision of the arbitrator appointed, the agreement may be
ended in the following manner:
a) If the violation is one that can be resolved, then the non-breaching party can
request in writing that the breach be rectified in 5 days. If the breach is not
resolved within that time, the non-breaching party may finish the Agreement
straight away;
b) If the breach is of nature that cannot be resolved, the non-breaching party
may terminate the Agreement by giving 2 days written notice of their intention
to finish the agreement.
c) If either party of involved parties becomes into liquidation, is wound up,
dissolved, insolvent (except for the purpose of reconstruction or
amalgamation), enters into a scheme of arrangement or is placed under
official management or in receivership, the other party will get the right to
terminate the Agreement by giving 10 days written notice of their objective to
terminate under the clause.
d) In case of a termination under this Agreement, each party’s rights and
liabilities will finish instantly but the termination shall not affect a party’s rights
arising out of a violation of this agreement by the other party.
8. Where one party is not capable to perform its obligations under this agreement
due to state of affairs beyond its control or which becomes hard to be prevented,
those obligations are suspended whilst those situations continue, provided the
other party is informed and the first party uses its best actions to defeat the
circumstances avoiding its responsibilities from being carried out.
9. Each party shall underwrite the other against any claims arising from any violation
of the agreement by either party.
10. The terms and conditions of this agreement shall not be divulged to any third
parties without the prior written approval of both parties.
11. The rights of either party under this agreement shall not be transferable or
exchangeable either in whole or in part.
Signed:
________________________________ __________________________________
The sponsor The sponsee
________________________________ __________________________________
Title Title

________________________________ __________________________________
Date Date