"An entrepreneur without the formation of a legal entity. Individual entrepreneur", 2008, N 5

You are a sponsor

Let's start with the option where you are the sponsor. You need to be clear about what sponsors are and what exactly they get. It is customary to distinguish between the following sponsorship gradations:

1. Title sponsor.

Generally speaking, if the event or project has a title sponsor, other sponsors are no longer required, since the title sponsor covers one hundred percent of the cost of this project with his monetary contribution. Title sponsorship is an obvious prerogative large companies... But it's worth noting right away that title sponsors are rare.

1. The general sponsor.

Such a sponsor pays 50% of the cost of the event.

1. Official sponsor.

His contribution is 25% of the project cost.

1. Participating sponsor.

These sponsors usually contribute less than 10% of the cost of the event.

1. Information sponsor.

Usually they are various media: TV channels, radio stations, magazines, newspapers, Internet resources.

1. Barter sponsors.

Such sponsors do not contribute cash, but some products or services.

Your benefit

All sponsors participate in events solely for their own benefit. In exchange for money (or other contributions), they receive advertising. That is, sponsorship is just one of the options. advertising campaign... The amount of advertising opportunities provided differs depending on the amount of the deposit. Typical sponsor offers are:

• placement of advertisements in a TV spot dedicated to the event.

In this case, the sponsor's video (or splash screen) goes before or after the advertising of the event. Other options are placing the sponsor's logo in the general splash screen, verbally mentioning the name (name) of the sponsor (or trade mark), running line with the names (names) of sponsors during the video advertising the event. Accordingly, depending on the amount of investment, the amount of advertising time and the size of the logo vary. And usually only title or general sponsors can apply for their own video or intro;

• placement of advertisements in radio spots advertising and announcing the event.

Again, the title and general sponsors can get the opportunity to place their own video before or after the main video. The rest of the sponsors are content to verbally mention the name, name or brand;

• placement of advertisements in print media.

Typically, print media will include modules promoting the event and articles about the event. In modules, the size of the logo directly depends on the size of the contribution (the larger the contribution, the larger the logo and the more profitable its location). In the articles, the amount of mention of the sponsor varies (a story about an entrepreneur, a brief description of the activities, a simple mention, no mention at all);

• placement of advertisements on promotional materials of the event.

Typically, such materials are: banners to be placed on billboards around the city, posters to be placed on pedestals and other specialized media, flyers and invitations, booklets, leaflets and other similar products (for example, there are still catalogs at exhibitions). Sponsors' logos are placed on these products, only their size changes;

• placement of sponsor's advertising materials on the territory of the event.

Sponsors can place their banners, posters, banners on the territory of the event (concert, sporting event, exhibition, etc.). In this case, the size of advertising materials and their location varies. The larger the contribution, the larger the material and the more profitable the place;

• the possibility of distributing advertising materials on the territory of the event.

Such materials are understood as brochures, leaflets and other advertising materials of the sponsor;

• announcement of sponsors at the official ceremony.

Depending on the event, the concept of an official ceremony may vary, but nevertheless, some kind of opening speech usually exists. Saying it, thank the sponsors. A whole speech can be made about the title and general sponsors, including a story about new products and advertising slogans - mottos, the rest are simply mentioned;

• other possibilities.

The specificity of the event allows to give sponsors some additional advantages: for example, advertising on displays, the establishment of their own nominations in competitions, etc.

So, the sponsors, regardless of the size of the contribution, basically receive the same thing: it is not the possibilities that vary, but their size. Moreover, advertising pays not only with those sponsors who contribute money, but also with barter sponsors. And just the various options for barter sponsorship are very beneficial for individual entrepreneurs.

How to become a sponsor

Barter and media sponsors actually contribute the product they release or sell. What are the possibilities here?

First, information sponsors are not limited to the media alone. You can place posters advertising the event, for example, on the premises of your stores. You can also distribute flyers advertising the event to your customers and clients, send invitations to the event using your address database (by e-mail or regular mail or by fax). By doing all of the above, you will be ranked as information sponsors. That is, without special costs (when compared with the investments of "cash" sponsors) you get a package of advertising services.

Secondly, barter sponsorship. Here, in general, the scope for imagination is huge. If you are engaged in food (your business profile is from a regular grocery store to the production of any products), you have a direct road to sponsoring a buffet table dedicated to the event. There are many options: entrepreneurs engaged in drinking water can supply coolers on the territory of an exhibition or seminar, tea shops can provide tea and coffee for these coolers, a culinary industry can make cakes with the event logo, a salad manufacturer can provide their products, etc.

If you are the owner of a taxi company, the opportunity for you to get into sponsors is to organize the transportation of important guests. Printing businesses usually fall into the rank of printing sponsors by printing promotional items. The atelier can design and sew costumes for presenters or promotions. As you can see, there are a lot of possibilities.

What will we sponsor

Now let's decide which projects it makes sense to support and which not. The sponsored event itself must meet the following requirements:

1. Targeting the target audience of your product.

for instance, you own a pet shop. This means that you should be interested in projects related to your profile: animal exhibitions, fashion shows for animals, etc. If you sell or manufacture baby products, you should sponsor various performances for children (in theaters, cultural centers, on the street), concerts of children's ensembles, premieres of cartoons in cinemas, etc.

1. Attractiveness for target audience of your item.

It is possible that the organizers are counting on your audience, but the audience itself may not be attracted to the project at all. Think logically if the event is interesting and will attract people.

1. Improving your business image and aligning with your brand values.

Let's say you sell baby products. It is quite obvious that the values ​​of your company include a friendly family, protection of mothers and children. If you suddenly decide to support an abortion or drug legalization project, your brand image will be severely damaged. But keep in mind that reverse projects, such as anti-abortion, are also not beneficial to you, since the associations they generate are not at all necessary for your brand.

1. High-quality information and advertising support for the event.

You are sponsoring in order to advertise your business, so the amount of advertising is very important. Ask in advance what communication channels will be used and what your company will personally receive from this.

Documentation

Let's not forget about this important moment, as a package of documents that the organizers must provide you with. Ask the organizers for a sponsorship package and a presentation folder. The sponsorship package describes what is required from a particular sponsor and what he gets in return. Feel free to make suggestions for, for example, possible barter sponsorship. Usually the organizers accept them willingly. The sponsorship package must include the calculation of the sponsorship effect or the impact of advertising on representatives of the target audience. It is necessary that the package stipulates the expected number of contacts with the target audience, as well as motivates the choice of media. The package must also be accompanied by a sponsorship agreement and a media plan, in which specific promotional activities... The agreement should be read very carefully, especially the part concerning force majeure. In particular, this applies to social events (the main "risk group" - actions held in the open air, show programs, sports competitions). Find out what are the guarantees of return on your investment in the event of a project failure.

The price of the issue

When deciding to become a sponsor, calculate how much money you are investing in the project and what kind of advertising effect you expect. The advertising effect should ideally be much larger and cost much less than a conventional advertising campaign. If the traditional advertising option is more effective and more profitable, then there is no point in getting involved in sponsoring this event.

So, an entrepreneur may well become a sponsor of a serious project or event. At the same time, he gets decent advertising for his business for very little money (in the case of barter options) and raises the enterprise to another level (equating himself with serious "business sharks" investing money in this event). The main thing is to choose the appropriate event and choose a profitable sponsorship option.

What can you get from sponsors

We are used to sponsors supporting various major projects... However, business individual entrepreneur may well become an object of sponsorship. Most often, various enterprises related to the food production act as sponsors.

Example 1... You want to open a summer cafe. Furniture for cafes, umbrellas, refrigeration equipment, and fences will represent a fairly serious item of expenditure. However, all this can be obtained from sponsors completely free of charge. Manufacturers of beer, carbonated drinks and ice cream will gladly provide you with refrigerators, umbrellas, tables, chairs, fences and even dishes and uniforms for staff with their own advertising. This will significantly reduce the costs associated with starting a business. Of course, you won't have to talk about your own bright brand, but by and large in seasonal business it's not really necessary.

Of course, negotiations with manufacturers will have to be carried out in advance, and not during the launch, and they will most likely put forward their counter conditions (usually we are talking about a ban on the sale of a competitor's product), but always and in everything, profitable compromises are possible.

Example 2... Consider the usual grocery store... Here, the standard options are the provision of branded refrigerators and various little things like coin boxes. Everyone is already used to this and does not even perceive it as sponsorship. However, you can find additional options and feel free to offer them to sponsors. for instance helping to make a good illuminated sign. It can contain both the name of your store and the sponsor's advertisement (for example, the logo of a beer or other brand). The benefits for both sides are clear. Another option is the joint production of uniforms for staff. In this case, for example, both your brand logo and the sponsor's brand logo are placed on the branded T-shirt. The savings are evident.

Think about who can sponsor your business. Most likely, these will be your suppliers. You can ask for a lot from them - from uniforms to exhibition equipment, from promotional materials to money for advertising. But there are other options as well. for instance, you can print free advertising of your company and distribute to mailboxes. You will propose to the sponsoring printing company to place their advertisements on the leaflet, and you will take over the distribution. With a little imagination, you can come up with many such actions at someone else's expense.

Sponsorship is a good opportunity for business growth without serious investments, and you certainly shouldn't turn a blind eye to it. Before giving a decisive refusal, analyze the pros and cons of each proposal. Maybe they offer you a real freebie?

I. V. Potapova

Independent business consultant,

training manager

The relationship between the sponsor and the kept woman: who owes whom and what

How Does a Sponsor-Kept Relationship Work?

To become a kept woman in the modern world is nothing unusual and, for many, shameful. This is not prostitution, when a body is sold, and it does not mean to be the mistress of a married man - when emotions and hopes for a "bright joint" future govern the relationship.

To be is to receive material benefits for paying attention to a man, delighting him with your natural beauty, intelligence, good mood, and at the same time not pestering him. And all this is not as simple as it seems at first glance.

So, how does the relationship between the sponsor and his kept woman work?

Acquaintance

Usually, sponsors are men who are quite or very successful in business or politics, while absolutely unhappy in their personal lives. They are either never married, divorced, or tired of marriage, but at the same time are not ready to end the relationship for all sorts of reasons.

Such wealthy entrepreneurs crave love and care, but very often they are afraid that no girl will see a real person in them, and will only pay attention to their wallet. Or they are so preoccupied with problems at work that they are not ready to listen to constant reproaches about the lack of attention from an ordinary woman.

Therefore, they resort to relationships with kept women. And they are immediately ready to pay to be seen as a person (no matter how cynical it may sound), so that they are always met in good mood to be listened to attentively, to show affection towards them, but at the same time not to annoy them with whims, tantrums or naive hopes for reciprocal emotions.

Sponsors and kept women find each other through special ones. Usually, the girls themselves write to the men, having previously familiarized themselves with their profiles and the requirements for the girl.

Costs

Men often immediately write what they need - intimate relationships for N-th amount or a girl for going out and pleasant communication. Girls who want to become kept women need to be careful, since under the guise of a sponsor, a fraudster who has not a penny in his heart can be hiding.

Initially, the remuneration of a man is small - for spa services, manicure, etc. But with the growth of mutual trust, the amounts also grow - they can range from $ 800 to $ 20,000 per month, depending on the sponsor's status.

Emotions and sex

A true sponsor with a high income will never treat a girl like a thing or a product. On the contrary, he will call her "beloved" and not deny her anything, only if the girl does not sit on her neck.

The intimate side of a relationship is usually discussed initially. Often, men still on sites for finding kept women indicate how many times a week they will need sex, and whether it will be at all.

It so happens that a man is looking for a kept woman who is ready for sex, only for a few evenings. And it also happens that the sponsor can date a girl for several months and only then go to sex.

Other partners

If he finds out that a girl has other men - especially his competitors or business colleagues - it can infuriate him, and the girl will lose her sponsor.

However, not all sponsors are so strict - they may not accept a girl's relationship with other sponsors, but at the same time be okay with the fact that she was building a relationship with an ordinary guy.

One way or another - all the little things in the relationship "sponsor-kept" should be discussed initially.

A break up

A relationship with a sponsor cannot last forever - a man can simply "tie up" with this, or he gets tired of a particular girl. Because in order not to be sidelined, the kept woman must grow - get an education or build a business while there is an opportunity.

Other helpful articles

How to behave on a first date with a kept woman: 5 tips for sponsors

The first date is defining. It is this that will create a general impression of each other and help to understand whether you are suitable ...

Sponsorship is a fairly widespread type of activity in Russia. The business models of many companies necessarily include activities related to the provision of financial assistance to certain budgetary, non-profit structures, sports organizations, and individuals.

A rather close to sponsorship type of activity is charity. A large number of people are also involved in it. Russian organizations... According to a number of criteria, various types of activity associated with the provision of financial and other kind of material support by firms in relation to budgetary structures and individuals are defined as entrepreneurial activity... In some cases - as a charity. There are mixed interpretations.

By virtue of what signs between activities of these types is the difference determined? What criteria are important from a tax point of view? Why is it profitable for many businessmen to engage in sponsorship? What principles does the FTS adhere to in calculating fees from sponsors and recipients of assistance?

What is a sponsor?

The term "sponsor" is quite common. Depending on the context, its interpretation may differ from one case to another. Let's try to determine the meaning of the word "sponsor" by referring to the sources of law. Do they have any definition of this term? Yes, and quite unambiguous. It is contained in the Federal Law "On Advertising". According to this law, sponsorship is an activity that presupposes a kind of response by the sponsored object regarding the provision of financial and other kinds of support.

The person who donates money through sponsorship usually counts on a subsequent return on investment.

As a rule, the main mechanism used in such cases is advertising.

For example, let's say that sponsorship is provided to a school.

The staff of this educational institution, it turns out, are obliged after that to post data about the subject who helped, in the available media channels, booklets, to tell about him at public events.

Subject of sponsorship

What kind of assistance, from the point of view of Russian legislation, can be recognized as sponsorship? Clause 9 of Article 3 of the Federal Law "On Advertising" states that this can be the provision of funds for the purpose of holding an event of a sporting nature, cultural or in other areas, creating a product for broadcast on TV, radio or other creative object.

Differences between sponsored advertising and conventional advertising

As we said above, sponsorship involves a subsequent reciprocal gesture from the sponsored facility in the form of facilitating the placement of information about who helped in the media and other channels. This kind of activity is classified by law as "sponsored advertising". At the same time, according to a number of by-laws, it differs from the traditional one, as such, commercial.

Firstly, according to one of the letters of the FAS, an advertisement cannot be considered sponsored if it involves the publication of information about a brand or trademark without reference to the sponsored event or project.

Secondly, if the person who helped with funds controls the campaign to promote his name in the media, then, according to the position of the FAS, he still uses the commercial advertising channel. The criteria here may be different. For example, the fact that the sponsor's newspaper belongs to him.

Thus, a message of the form "Buy goods of OJSC" Fresh pineapple "within the framework of a branded retail network in the central districts of our city" is in the nature of commercial advertising. In turn, the phrase "We thank the company" Fresh pineapple "presented trading network in the central part of our city for help in organizing a sports rally of students in grades 9-11 of secondary schools "may well be classified as a typical sponsor advertisement. The difference is quite felt.

Documentary support of sponsorship

Sponsorship usually has formal procedures. The relationship between the object of assistance and the funding entity falls within the norms set out in Chapter 39 of the Civil Code. That is, here we are talking about the provision of services that have a sign of retribution. A contract is drawn up sponsorship... A sample of it may contain the following points.

1. The subject is determined: the sponsor finances the event (creation of a creative product), and the recipient undertakes to post information about who helped through the available mechanisms.

2. The terms of the contract are indicated:

• the content of the information published about the sponsor, the method of its dissemination (mass media, leaflets, oral announcement, etc.);
• the place where the event will be held;
• the duration of the sponsored advertising campaign;
• type of assistance provided (money or property);

3. The information reflecting the way of confirming the fact that the obligations of the parties have been fulfilled shall be noted. Usually this is an act of delivery and acceptance (supplemented by relevant documents - certificates, layouts of advertising banners, etc.).

Sponsorship taxation

The taxation of sponsorship is carried out in accordance with the norms of the Tax Code of the Russian Federation. In accordance with them (in particular with Art. 1 of the Code), the subject of support must include VAT (regardless of whether it is money or property). The rate is 18%. From the point of view of the Federal Tax Service, the object of sponsorship is the advertising distributor.

He receives compensation for his services from the sponsor, that is, the advertiser. And therefore he is obliged to pay VAT for the services provided. In some cases, it is possible to offset the VAT charged on sponsorship and a similar tax on expenses associated, for example, with interaction with contractors during an advertising campaign. This is with regard to the aspects related to the object of the listing of assistance.

Is sponsorship a business benefit?

How is the supporting party doing with taxes? Most notably, the provision of sponsorship can be counted among the expenses of the organization.

That is, the sums of money transferred to the object of support (or the value equivalent for property) can be used to reduce the tax base if, say, the sponsoring organization works according to the simplified tax system.

For every non-profit project or organization, the question is relevant: To get the right answer, you must clearly understand the purpose for which the funding party is ready to provide funds. As soon as this task is solved, it will be possible to identify the area of ​​potential partners, whose interests will be satisfied through this project. The article will answer the question: "Who is a sponsor?" The main types of financing parties will also be described, recommendations for their search and attraction will be given.

What does the word "sponsor" mean?

A sponsor is a natural or legal person who assists in the implementation of a project both to support the latter and to advertise certain goods, services, his own activities or himself. The sponsoring party makes a donation to the budget of the organization in need of assistance free of charge. At the same time, legal preemptive rights there is no sponsor for this property.

The actions of a person who wants to become a sponsor, in most cases, are aimed at attracting the attention of the relevant target audience. At the same time, the activities of the financing party do not imply income.

After receiving an answer to the question "who is a sponsor?" now is the time to look at the main types of donors.

General sponsor

This type of sponsor provides the recipient in the amount of 50% of the event budget. At the legislative level, there is a prohibition on the interference of the benefactor in the activities of the organization to which he allocates funds. In practice, however, the opposite situation is widespread. Often, the general sponsor has an influence on the object to which assistance is provided.

Transport, sports arena fencing and other event equipment are often decorated in the official color palette of the general sponsoring party. This happens when the event does not have a title sponsor. This type of sponsor is described below.

Title sponsor

Its funding is approximately equal to that of the general sponsor. What then is the difference between them? The title sponsor cannot interfere with the internal politics of the organization to which assistance is provided, either in law or in practice. The main advantage of this type of sponsor is the obligatory placement of his logo on the uniform of all persons involved in the project. Often, his name is included in the title of the funded event.

Thanks to this, the target audience gets the impression that the main sponsor of the project is the title one.

Official sponsor

The official sponsor provides gratuitous assistance to the project in the amount of 10 to 25% of the budget of the planned event. Depending on the size of the contribution, each of these sponsors receives a corresponding amount of popularization. That is, when the sponsor rendered gratuitous assistance in the amount of 10%, the amount of advertising services provided to him will be minimal. But that's not bad at all. After all, if an enterprise that wished to become a sponsor belongs to a medium or small form of business, it will be quite satisfied with the fact that its logo will appear next to the emblems of business giants.

Special sponsor

What is a special sponsor? This type of caregiver receives its own advertising volume, and in return finances some highly specialized cost item. For example, auto racing often has a technical sponsor. It provides fuel and lubricants in the required quantity and provides various services for the maintenance and maintenance of vehicles. A beverage sponsor is often present at sporting events. Whenever there is a competition, it is not uncommon for a party to meet to provide funds for the grand prize. When a film or TV show is shown, there is a show sponsor.

Information sponsorship is widespread, when the media offer the placement of articles and notes on their electronic and printing spaces, broadcast programs in radio and television.

The amount of funding for a special sponsor depends on the agreements reached between the donor and the organization receiving the sponsorship. The cost of the goods and services provided is calculated at wholesale purchase prices, their volume in monetary terms is 10% or more of the planned budget of the event. The amount of advertising services provided will depend on the size of the contribution, as is the case with the official sponsor. However, the “special” status creates the illusion of the particularity and significance of this particular sponsor.

Partner

With the cooperation of the donor and the organization accepting the financial contribution, a sponsorship agreement is compulsory. There are situations when the correct conclusion of such a contract is impossible. This happens when the sponsor is an organization whose services do not legally fall under the category of gratuitous assistance. Then the question of mutually beneficial partnership is raised. An example would be a bank through which transactions related to gratuitous financing of an object will be carried out. Or a partner insurance company provides its services in relation to participants in a competition, festival or competition. It can also be a printing house that produces all printing products related to the event.

Partners provide services to sponsored properties at loyal prices, without interest and commissions.

Sponsor for a girl

Another kind of rendering financial aid the person is a sponsor for the girl. This concept has arisen relatively recently. What is a sponsor for a girl? First of all, this is a rich man who has already taken place in life. Most often it has own business or works for a large organization. This man understands that a girl needs funds for beauty salons and gyms, beautiful clothes and expensive cosmetics to maintain her attractiveness. Such a sponsor is ready to pay all these expenses for a particular girl in return for her warmth and affection.

Now you know who a sponsor is and how you can classify this concept. Now is the time to answer the question: "How to find and attract such a financier?"

How do I find a sponsor?

To find a potential sponsor, you need to research the market. If the organization in need of assistance is young, and its staff is small, then the financier should also be involved. In this case, you should not aim at, for example, the company "Gazprom". We recommend that you pay attention to smaller organizations. This will lead to positive results faster.

Next, you need to collect as much information as possible about the selected potential sponsor: location, size advertising budget, competitors of this organization who have already acted as a funding party.

The next step should be a personal meeting with the person responsible for marketing or advertising in the chosen organization. First, it is recommended to send a letter, which will briefly describe the project in need of sponsorship. After seven to ten days, you should call an authorized representative to arrange a personal meeting.

Live communication main goal will interest a potential sponsor and jointly discuss the existing project. Before the meeting, you need to study as much information as possible regarding the activities of this organization. You must have an answer to each of the questions posed. You can't hesitate and demonstrate a lack of self-confidence.

Now you know how to find sponsors. The next step should be to attract them.

How to attract a sponsor?

There are 6 powerful rules for attracting sponsors. Let's consider each of them:

Conclusion

Sponsors are divided into the following classes: general, title, special and official. Each of these types is interesting in its own way and has certain advantages. If you want to find and attract a sponsor, the recommendations given in this article will certainly help you. But it should be remembered that by agreeing to accept gratuitous assistance, you will automatically have to advertise a certain trade mark... Therefore, you should not consider absolutely any potential sponsor as a tool for obtaining free items or services.