Countdown to Derby- Tips on Sponsorship

"Don't price any sponsors out of the market."
-Mike Berry, Kentucky Derby Festival CEO and President

The Kentucky Derby is one of the most prestigious and classy sporting events of the year. Nearly every celebrity has made an appearance and the event has the perception of exclusivity.

However, they actually do a pretty good job of including the general public. On Oaks Day and Derby Day tickets are only $25 and $40 respectively for general admission. Now granted you won't be hob-knobbing with the celebs, but you'll still get a chance to experience all of the excitement. And this year they even added the "infield club" for $150 which gives a little more of an exclusive experience at an affordable price. So with tickets ranging on Derby Day from $40 to thousands, the Derby has given a nice range of options and price points to offer everyone an opportunity to attend at their comfort level.

No wonder they take the same approach with their sponsors. They have packages that are in the six figures to sponsor the largest events, but then also have $600 packages for patrons that could include a few tickets and the rights to say they are an official sponsor of the Derby.

Mike Berry is a big believer in nickels making dollars. Doesn't that sound familiar? Obama created the most successful fundraising strategy in the history of politics through his efforts in concentrating just as much on small donations ($656 Million in individual contributions) as large donations.

Some would argue that smaller sponsorship packages dilute a brand and provide less exclusivity to the marquee sponsors. To some extent that is true, however, that is why sponsorship packages need to be clear in what a brand can get via the package they purchase. So a title sponsor gets all licensing, naming rights and category exclusivity, but a smaller patron sponsor may only get ticket pckages.

BRAND PARTNERSHIP IDEA:
Many brands in the Louisville area have thir biggest day of sales on Thunder Over Louisville Day. Knowing this the Derby has approached a variety of brands for their Thunder Funder program to raise money and fund the show.

One sponsor is McDonald's. For a sales period of about five weeks, a portion of every 32-ounce soft drink sold at McDonald's goes to Thunder Over Louisville. The drinks come in special cups, and they have a Thunder Meal with tray liners and promo materials. On an average year, they'll get about $90,000 [from the promotion].