Sponsorship guidelines

This article gives good overview of sponsorships, a case study ("Orange Playlist," which is an advertiser-funded music and entertainment show), and list of sponsorship dos and don'ts.

Marketing Sponsorship Manual: Worthwhile associations - Brand Republic: "'Brands must seek to enhance the event and therefore have a genuine reason for being there,' says Adrian Pettett, director of brand entertainment agency Cake. 'The best brands add value to the festival-goers' experience. When a brand gets this right, it enjoys an incredibly rewarding platform from which to promote the brand to a very specific target audience.'

"The burgeoning involvement of technology brands in festivals is illustrated by the calendar of music events, which includes the O2 Wireless Festival, Virgin's V festival and the Nokia Isle of Wight Festival. Tiscali and AOL also both sponsored smaller events this year. In many cases, brand awareness is not the ultimate goal. Sponsors value the chance to showcase their technology and to offer exclusive content to their customers, which provides a potential revenue stream across several media."