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Benefits of Sponsorship from the Gloss Perspective

Benefits of Sponsorship from the Gloss Perspective

Benefits of Sponsorship from the Gloss Perspective

Sponsorship for small businesses is a great way to generate publicity for a small investment and it helps build brand awareness. It’s an effective way to make the audience aware of your capabilities, products or services. A sponsorship is the financial or in-kind support of an activity, used primarily to reach specified business goals and is a mutually beneficial relationship between 2 parties.

At Gloss we’re strong advocates for sponsorships and have an ongoing one with Business Women Australia for their flagship events. By being a sponsor it has raised our brand awareness of Gloss as a whole, created media exposure and increased our lead base. For us, this is a great marketing investment.

Businesses often sponsor not for profit organisations, business and community events, or individuals for three key benefits:

  • To target a niche market
  • Drive sales
  • Distinguish their business above competitors


Before you decide to take up a sponsorship opportunity you need to consider who your target audience is. It’s not necessarily who you are already selling to, but could be who you want to start selling to. You also need to consider what you want to achieve. If you want to increase your brand awareness but the sponsorship packages don’t include displaying your logo, then it probably isn’t the right fit.

As a potential sponsor there will generally be a selection of sponsorship opportunities available to you, each providing various levels of inclusions and exposure. Benefits can include:

  • Raise brand awareness and create preference
  • Create positive PR and raise awareness of the company as a whole
  • Build brand positioning through associative imagery
  • Supporting a sales promotion campaign
  • Creating an internal emotional commitment to the brand
  • Acting as corporate hospitality that promotes good relations with clients
  • Media Exposure


One thing to note with sponsorship is that it can be difficult to measure return on investment (ROI) but because one of the main goals with sponsorship is to increase brand awareness and generate positive publicity, it’s easy to see when it becomes a marketing success.

On a side note, Business Women Australia’s next flagship event is on 27th July and there are some amazing sponsorship opportunities available. If you think your brand may align with BWA email us and we can send you the sponsorship package details.


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