Sponsoring a sports event: 7 questions to ask before you sign
When you weigh up a sports sponsorship, start with who comes to the event, then look at where your brand will appear on site and in the content. Decide how you will measure the result before you sign. At an inter-company festival there is one more question: can your own staff race too?
· 5 min read
1. Who comes to the event?
A festival is worth what the people who attend are worth to you. At an inter-company dragon boat festival, most people on site are employees, managers and their families. Bursa Dragon Cup 2023 brought together 36 crews from 29 companies and 504 athletes, and 20 company and club crews raced in 2026, including OYAK Renault, Tofaş, DP World Evyap and Havelsan.
2. Will you be the only brand in your category?
Exclusivity drives the price more than anything else. Title and shirt sponsorship go to one brand each. For the other tiers, get it in writing whether a second brand from your sector can join.
3. Where will your brand appear on site?
| Tier | Visibility | Best for |
|---|---|---|
| Title sponsor | Naming rights, first logo everywhere, opening and eye-dotting ceremony | One brand aiming for corporate recognition in Bursa |
| Shirt sponsor | Logo on every race shirt, award stage | A brand that wants to be in every photo and video |
| Finals and awards sponsor | Naming rights for a final, trophy presentation, result screens | A brand that wants the most-watched moment of the day |
| Supporter and product partner | Stand on site, supporters' wall, sampling | Food, drink and service brands that want people to try the product |
4. Can you use the content?
A one-day event keeps working for months through its photos and video. Ask whether you can use the drone footage, the festival film and the photos on your own channels. At Bursa Dragon Cup the title package includes usage rights to the festival film and photos.
5. Can your own people race?
This is where inter-company festivals differ from classic sponsorship. If the sponsor also enters a crew, the brand is both on the shore and in the boat. In past seasons Pakkens, Eker, Lima Lojistik and PorsiOn both raced and supported the festival.
6. How will you measure it?
- Write the goal down before you sign: awareness, sales conversations, employer brand or staff engagement.
- Put a number on each one: conversations at the stand, reach of the posts, how many staff took part.
- Ask the organisers for a post-event visibility report. The title package includes a year-end report.
- Use the report for next year's decision. The best time to talk renewal is straight after the festival.
7. When does the calendar close?
Printing logos on shirts, building a stand and planning internal comms all take time. The 6th Bursa Dragon Cup is on 5 June 2027 and registration opened on 22 October 2026. Single-brand tiers go to whoever commits first, so starting early keeps your options open.