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Sponsorship market tight


16 September 2002

Sponsorship market tight

The sponsorship market nationally is very tight at the moment, with the America’s Cup soaking up a huge proportion of seasonal sponsorship funds, according to a leading sponsorship management firm.

Charles Morley-Hall of sponsorship firm Raisin manages sponsorships on behalf of organisations and events and provides a single point of reference for agencies and marketing managers seeking sponsorship opportunities.

In Raisin’s September survey of the sponsorship market, Charles Morley-Hall says funds available for sponsorship are at a cyclical low.

“The America’s Cup has tied up an enormous proportion of discretionary marketing funds, not just through sponsorship of the yachts, but through Cup-related activities like booking a day on the water with clients. All of these promotional activities tend to come out of the same budget.

“On the upside, this means that Auckland can expect a significant economic boost as those funds are released into the economy over coming months. It also indicates there is widespread appreciation from marketing managers about the value of marketing opportunities through association with events.

“The tight sponsorship market means that other events have to be especially careful to highlight opportunities that provide high quality exposure for sponsors.

“With so many companies flocking to America’s Cup-related events, a more profitable field is left open for marketers looking for opportunities outside Auckland and for those who want to stand out from the crowd.

“The value of a high quality sponsorship arrangement has been highlighted dramatically for Burger King in recent weeks through its sponsorship of the Tall Blacks.

“With so much of the market tying funds up in the America’s Cup, the next Tall Blacks opportunity is certain to be out there, desperately seeking support,” Mr Morley-Hall said.


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