Finding sponsorship in tough economic times - 6 Jul 2009

Finding a sponsor for any event during the economic downturn has now become a tricky activity. Large to medium businesses are handling their finances prudently in order to keep themselves economically stable in these uncertain times. When big companies that have been in their respective industries for years start crumbling, it becomes difficult to part with hard-earned cash to invest in any good cause. Even long-running events, such as the Encounters South African International Documentary Festival, which has been held now for 11 years and has been a success on all accounts, landed in dire straits when the SABC withdrew its financial support leaving the organisers with just a week to find funding. It is now time to explore other avenues of sponsorship from other companies that may not feel the effects of the economic downturn in the long run. Crisis or no crisis, the mobile industry is thriving in Africa. Vodacom continues this year to sponsor the Vodacom Funny Festival in Cape Town, South Africa while Zain plans on sponsoring the first ‘Mandela Day' concert to be held at New York's Radio City Music Hall in celebration of Mandela's birthday and MTN is one of the sponsors of the 2010 FIFA World Cup. It is clear that this industry has resources to spare. In East Africa, East African Breweries has renewed its sponsorship on the Project Fame reality show for the third season running through its brand, Tusker, demonstrating that not all sectors are being negatively affected during the recession. Events organisers seeking sponsorship need to draw up a list of companies that are, more likely than not, struggling during the economic downturn and avoid these resources until there is some light at the end of the tunnel and look to those that have the cash and support to throw around.