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Sponsorship
are either solicited or unsolicited. Solicited sponsorships are
initiated through public advertising by Services for offers of
sponsorship with more detailed, formal contracting or procurement
procedures. Unsolicited sponsorships are initiated by a vendor with a
general interest or specific offer for a particular event or program.
Commercial
Sponsorship
is the outside corporate underwriting of Services events via money,
goods, and/or services or a combination of the three in exchange for
stipulated marketing, public relations, and merchandising campaigns.
It is a means for corporations to communicate with target markets
through the use of special events that involve audiences, spectators,
or participants in recreational or cultural pursuits.
Disclaimers
With both types of commercial sponsorship, disclaimers must be
announced or posted on all written/printed material stating that the
Air Force does not officially endorse the sponsor's name, products, or
services.
Sponsor Benefits
With
commercial sponsorship in today's military, companies have another
vehicle to reach their target markets. This marketing strategy
complements a company's sales promotion, advertising, and public
relations efforts.
As
part of this strategy, commercial sponsorship costs are shown
under a company's advertising and promotion accounts, not under
corporate contributions, which are gifts and donations.
Corporations which provide gifts, donations and contributions may
not receive public recognition or endorsement from the Air Force.
Other
benefits of the commercial sponsorship program include:
* Direct
access to the hard-to-reach military market through Services
programs or events
* Maximum
exposure and visibility for your products or services through
name and logo recognition, product sampling, and passive
promotional displays
* Event
title recognition in official base publications and other
publicity materials
* Direct
mail and couponing benefits
* Possible
off-base promotions and corporate advertising benefits
* Air
Force-wide sponsorship opportunities
* Recognition
in news releases and other publicity materials
* Opportunity
to sponsor Services events on an annual basis
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