Playbook

The sponsorship playbook

Plain-language guidance plus the official sources behind it. We link straight to the government agency, licensing body or platform so you can check the details yourself.

For organizers

Build a package sponsors say yes to

Lead with the audience

Sponsors buy people, not square feet of vinyl. Open your listing with who attends, how many, and why they're a good fit for a specific kind of business.

Use three or four tiers

A small community tier makes it easy to say yes. A single presenting slot creates urgency. The tiers in between are where most deals land.

Write deliverables you can prove

"Brand exposure" can't be checked. "One 3×8 ft banner at the north gate, all 5 home games" can, and it's easy to photograph.

Nonprofits: acknowledge, don't advertise

For tax-exempt organizers, a sponsor thank-you with name and logo is generally a qualified sponsorship payment. Adding price information, endorsements or "buy now" calls to action can turn it into taxable advertising income. Talk to your tax advisor.

For sponsors

Get your money's worth

Tag everything

Give the organizer a UTM-tagged link and a dynamic QR code for every placement. Clicks and scans are the easiest proof that the sponsorship reached people.

Disclose sponsored posts

When an event, athlete or artist posts about your brand because you paid them, the post needs a clear disclosure such as "#ad" or "Thanks to ___ for sponsoring." Build it into the agreement.

Ask for the insurance certificate

For booths and activations, ask to be named as additional insured on the organizer's event liability policy, and bring your own coverage for your staff and equipment.

Watch youth events

Alcohol, tobacco, vape, cannabis and gambling brands can't sponsor youth listings on Standfield. Everyone else should keep youth-facing creative age-appropriate.

Official sources