Event management and sponsorships are two different kinds of marketing.
While sponsorships and events management are two aspects of marketing, they are entirely different things. Sponsorships refer to money, services or materials provided by an outside company in exchange for having the company name connected to an event, business or cause. Events management refers to arranging the technical and personnel details of shows, races or similar events.
Sponsorships
Sponsorships are part of a company's overall marketing program. Sponsorships are not advertising, as advertising is specifically designed to drive sales. Instead, sponsorships are designed to increase name recognition and develop goodwill for a company. Sponsorships can be monetary or "in-kind," meaning a donation of time, materials or goods. The organization seeking sponsorships wants to increase revenue, get services at low or no cost, and add credibility to its group or event. Those companies who agree to sponsorships want to increase their reach in the community, get marketing opportunities otherwise unavailable to them, connect with an exciting sport or celebrity, or contribute to a positive cause that builds credibility in the community.
Sponsorship Opportunities
There are sponsorship opportunities at a myriad of for-profit and non-profit organizations. Some of the most high-profile sponsorships are for athletes and athletic teams. Individual athletes get high-paying sponsorships, free clothing or equipment and other considerations in exchange for wearing a specific brand of shoe or clothing. Sports teams sell sponsorships to other companies. Race car teams sell sponsorships, with companies paying millions to have their company logo painted on cars and sewn on the driver's uniform, connecting them with the exciting world of racing and giving them credibility with millions of racing fans. There are more prosaic sponsorship opportunities as well. Many non-profit organizations put on large fundraising events, and seek corporate sponsors to pay for printing, food, gifts and other logistics. In return, sponsoring companies have their logos on t-shirts, printed materials and promotions for the event. They get publicity and act as citizens of the community for supporting worthy causes. Malls and shopping centers also sell sponsorships, as do arts organizations, travel organizations, entertainment venues and Web-based businesses. Schools, school groups and community organizations also seek sponsors.
Events Planning Tasks
An events planner is responsible for all arrangements to make an event possible. This involves planning and coordination on many levels, depending on the size of the event. Some of the items an events coordinator may need to organize include renting or reserving a venue, renting or borrowing tents, chairs, tables and similar equipment, renting audio visual equipment, finding specialists to install and operate the equipment, organizing security for the event, ordering the food and organizing the clean up and production. Events planning takes a highly organized person and excellent communication skills.They plan every aspect of an event from start to finish. For example, to stage a 5k benefit race, an events planner needs to plan the route, establish water stops, get cups and beverages for water stops, measure the race, have it registered with accrediting agencies, plan registration, organize advertising and promotion of the race, plan for prizes and publicity, organize "goody bags" for the racers, arrange for t-shirts, have security along the path, arrange timing chips, plan awards ceremonies, have results posted, have refreshments for the racers after the race, provide and plan entertainment, and gather sponsors.
Jobs Involving Events Management
People who are responsible for events management may have an events manager job title. However, many other positions have an element of events management in the job responsibilities. Marketing directors, development directors, public relations professionals and promotion managers may all have responsibility for events management, depending on the organization and its structure.
Sponsorship and Events Management Connections
There are times when sponsorship and events management meet. For example, some of the jobs requiring events management skills also require seeking sponsorships. A charity that puts on a silent auction, a concert or a 5k race will seek sponsors for the event. Therefore the development director or public relations professional who is coordinating the event may also seek sponsors to help finance it, provide gifts or prizes, or donate refreshments. Companies who make donations then have their names connected with the event as sponsors.
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