Sponsorship of events in Russia

Event sponsorship has become an increasingly effective promotional tool in contemporary Russia. By supporting a diverse range of events tailored to your target audience, such as business, cultural, entertainment, or sports events, you have the opportunity to enhance brand recognition, cultivate a specific brand image, advertise your company to event participants, and even acquire a valuable contact database. To gain insights on sponsoring events in Russia, we invite you to explore the Quarter Billion Agency Group blog for valuable guidance and expert advice.

What are the benefits of event sponsorship?

Event sponsorship serves as a powerful PR tool that enables companies to achieve multiple objectives. Firstly, it provides valuable advertising opportunities in conjunction with the event, allowing companies to establish a specific brand image associated with the event. For instance, sponsoring city celebrations can create a positive image for a company while simultaneously promoting its presence within a particular city. Similarly, when a company sponsors high-profile business events, the prestige and status of the events extend to the products and services offered by the company. A notable example is Alfa-bank, one of Russia’s largest banks, which sponsored concerts featuring renowned superstars. The advertising preceding these concerts bore the announcement: “Alfa-bank represents…,” ultimately leading to the association of Alfa-bank with exceptional quality through its sponsorship participation.

Another significant objective of event sponsorship is to advertise directly to event participants. Active involvement in a specific event enables sponsors to effectively convey their message to a well-defined target audience and influence their perception of the promoted brand. This objective holds particular importance in the context of B2B conferences, trade shows, and business events, as opposed to concerts and festivals. If your company offers services geared towards businesses, advertising at a conference where representatives from your target sector congregate can be an excellent opportunity.

Another potential objective of event sponsorship is to acquire a contact database of event participants. Such a database holds the potential to attract numerous new clients in the future. It’s worth noting that obtaining a database usually requires additional agreement with the event organizers. The extent of the sponsor package often determines the likelihood of receiving the contact database, with larger sponsorship packages increasing the chances of obtaining such valuable information.

What are the advertising benefits of event sponsorship?

Event sponsorship offers a range of advertising opportunities that can greatly benefit your brand. As a sponsor or partner of the event, your brand receives a prominent status and is featured alongside the event. Depending on your sponsor package, there are various ways to showcase your brand:

• Your brand name is incorporated into the event name.
• Your brand is acknowledged in advertisements as a sponsor or partner, with separate highlighting at the beginning and end of commercials on radio, television, outdoor advertising, and banners.
• Your company logo is displayed on posters, banners, tickets, print advertisements, and promotional materials.

Moreover, substantial advertising opportunities arise for your company during the event itself. Here are some examples of advertising opportunities commonly utilized at events:

• Outdoor advertising, including banners, street banners, and other structures placed on or near the stage, in the lobby, or at the entrance/exit zones of the venue.
• Branding of event zones, organizers’ apparel, and various event-related attributes.
• Portable trade show displays or promotional stands, which are simple yet effective options.
• Audio advertising during trade shows or conference breaks.
• Recognition of event sponsors from the stage.
• Company representatives delivering speeches.
• Distribution of advertising materials or promotional merchandise among event participants.

Furthermore, marketers continuously come up with innovative ways to introduce sponsors at events using technical installations, artistic displays, eye-catching advertising structures, thematic elements, and other creative strategies.

Tips for Selecting the Ideal Event to Sponsor

So, you’ve made the decision to become an event sponsor in Russia. Wondering how to choose the event that will provide you with the greatest advertising impact? The first step is to focus on your objectives and target audience. If your goal is to establish your brand’s recognition in a specific city, it would be wise to concentrate on locally significant events such as city celebrations, concerts, festivals, film screenings, or theatrical performances.

If you are targeting the B2B segment, it is logical to sponsor events relevant to your industry, such as trade shows, conferences, or training sessions. To increase your brand’s visibility among a specific audience, you need to consider what is associated with that audience. For instance, if you want your brand to be linked to high intelligence, sponsoring major chess tournaments would be a suitable choice. Lastly, it’s important to select popular and widely attended events, particularly those in the realm of sports.

Event sponsorship serves at least two purposes: cultivating a positive brand image and promoting your company to a specific audience. Moreover, the advertising possibilities are boundless, determined only by the sponsor package and the imaginative ideas of marketers crafting an advertising campaign. The range of events available for sponsorship in Russia is incredibly diverse, spanning from business conferences to concerts and sports events. The experts at Quarter Billion Agency Group can provide guidance on all aspects concerning event sponsorship in Russia.