The organizer needs a sponsor, and the sponsor needs a clear result. A minimal package at a big festival costs about 3 million rubles, and smaller events sell integrations for 30–300 thousand. But inside there are almost always logos, brand zones and mentions from the stage that are hard to measure. So sponsors haggle.
What a package usually contains
- A logo on materials and screens: visible, but the effect can’t be counted
- A brand zone: reaches only those who walk past
- A mention from the stage: no participation data
- Banners and boards: viewers look at their phones, not at them
What to add: a sponsor promo after the show
During the event viewers take part in a light show with their phones. Right after the show every participant sees the sponsor’s promo in the browser: a coupon, a free bet, a prize draw or a campaign page. Every click shows up in analytics with UTM tags, and the sponsor gets a report after the event.
What happened in our cases
- Krylia Sovetov vs Lokomotiv: a draw with Dodo Pizza prizes, 32% of show participants clicked the promo. The case
- A Pari NN FC match: viewers got a free bet after the show
- The first Krylia Sovetov show against Orenburg: without a draw 550 of 4,500 fans joined, and with a draw at the next match it was 16.6% of the stadium
How to price the item
The organizer’s cost: the show via the calculator plus a promo page and report. The item can be sold to a sponsor for more, because it gives numbers, not just exposure. The cost per contact is calculated on the concert and match advertising page.
What a sponsor will ask
What if viewers don’t scan the code? Participation grows with an announcement and a prize draw: at the first match without a draw it was about 12% of the stadium, at the next one with a draw 16.6%.
How can the numbers be checked? An analytics report: UTM clicks, time on the page, number of show participants.
Why is it better than a banner? A banner can’t be clicked. The promo opens on the phone of someone who has just taken part in the show.
What a viewer sees after the show is in the mock-up in a sponsor integration example. How we were a festival partner ourselves is in the PARI Fest case.
How a brand looks at the package is in event sponsorship from the brand’s side. How to collect viewer contacts is in collecting contacts at an event.
