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Sponsoring events is always a great way to gain publicity

No matter whether they are undertaken within a firm or on a public basis, they are guaranteed to create a feel good factor. The more unusual they are, the better!

Organic food company Rude Health held what has to be one of the most unusual sponsorships this summer when it sponsored the World Bog Snorkelling championships in Wales! This is an event that has been taking place for many years, and attracts participants from all over the world. Located in the Welsh town of Llanwrtyd Wells, the Bog Snorkelling Championships require participants to swim along a bog channel, preferably in fancy dress and compete for the fastest time.

Rude Health co-founder Camilla Barnard commented, “We hardly ever sponsor anything, but if I could imagine an activity which totally encapsulates Rude Health energy, it would be this. Bog snorkelling is fun, inclusive, batty and completely uncompetitive. It couldn’t be more in rude health.”

Apart from having its name on the event and the medals awarded to every participant, Rude Health served snacks, hot chocolates and its dairy free turmeric lattes at the event.

Want to get your brand name in the air?

Over the years, the world’s only aerobatic formation wing walking team has attracted massive attention at all kinds of displays as they perform acrobatics while flying at high speed through air on the wings of a stunt plane. Definitely death-defying and attention grabbing! Aerosuperbatics have taken to the skies as the Utterly Butterly Wing Walkers, The Crunchie Flying Circus and the Breitling WingWalkers.

Sustainable Software company Greenleaf grabbed the headlines by linking up with Cheltenham City Racecourse by creating the first ever Zero-carbon race day. It set up a Greentech Expo involving over 200 companies, as well as the race itself as a way of promoting its credentials as an independent certification body and tech company.

Unusual sponsorships provide an immediate talking point

It doesn’t have to be a big time event, there are lots of opportunities for smaller scale ones which can be ideal as a local or regional activity. Supporting a charity by holding a murder mystery event, a treasure hunt, abseiling down a building can attract a lot of attention. For something slightly different, you can even consider sponsoring a fire walk event. The idea is simple – people raise money by obtaining sponsorship to walk across hot coals!

The opportunities to gain publicity from such events are considerable. It offers numerous company engagement possibilities on social media. You can create blogs, encourage staff engagement such as sponsoring staff teams to take part. Think about competitions and promotions that can be held on the day to gain extra publicity and public engagement.

Consider all the ways in which you can maximise brand visibility

Have a company stand with banners located in a prominent position. Bring in promotional staff to hand out giveaways such as branded merchandise, tote bags, healthy snacks, reusable cups, mugs and straws. Have special bags available for participants to take away as well as other items for more general use available to the public coming to watch the event.

Add a little extra fun by providing a character mascot to roam around in a special costume. Such mascots immediately attract attention and make people smile. The resultant photographs of the mascot with members of the public and participants invariably appear on social media and can often go viral.