The Loerie Sponsorship Award is open to anyone involved in a sponsorship initiative that created a bond with the target audience, built brand loyalty and ultimately drove bottom line. This includes sponsors, beneficiaries, federations, associations, sponsorship agencies, media partners, marketers, and advertising agencies.
To ensure everyone gets a fair chance at winning the Loerie Sponsorship Grand Prix, there are Sections for large and small sponsorships, encompassing budgets from as little as R50 000 to over R10 million.
Each section includes categories for Arts and Culture, Entertainment, Sport, and Good Causes (health, education and social upliftment).
To be eligible, sponsorship programmes must have been operational until 31 July 2004, and the entrant must have the permission of the sponsor and/or recipient.
Sponsorship entries are evaluated in the context of Objectives and Strategic Fit, how the programme was Leveraged, and the Effectiveness of the initiative for the sponsor.
Whilst the Sponsorship Award focuses strongly on return on investment to the sponsor only, the CSI Award is more concerned with how the investment has shown a benefit to both the Cause and the Sponsor or Grantmaker. Simply put, the holistic success of the programme carries greater weight in the judging process than the return on investment to the sponsor.
The Award is open to anyone involved in a cause related initiative including grantmakers or sponsors, beneficiaries, federations, associations, sponsorship agencies, media partners, marketers, and advertising agencies.
Entries are invited in the categories of Sport Development, Education, Health, Environment, and Community Development. The budgetary value of the sponsorship is not a criteria in the judging process.
The integration into the Loeries is a deserved reflection of the growing standards of creativity and strategic thinking in sponsorship, and its increasing importance both as a marketing tool and as an effective vehicle for corporate social responsibility.
The 2004 Loeries Festival will also be host to two main platform international speakers with exceptional expertise in the art and science of the Sponsorship and Cause Related Marketing disciplines.
Full details of the Award programme are reproduced on the Loerie website: www.loeriefestival.com.
MFSA
