SAGA’s sponsorship strategy

Saga is proud of its achievements in the field of sponsorship. Our past activity has included the Chelsea Flower Show 2006, Sir Robin Knox-Johnston’s participation in the Velux 5 round the world yacht race and the Masters Snooker.

Our main objectives are to create awareness of the Saga brand among today’s over 50s and to demonstrate we are a company which likes to do things properly.

Saga regularly receives invitations to participate as a sponsor for a variety of events. Naturally we expect a return on our investment and have therefore developed a sponsorship strategy, where the following criteria must be adhered to:

Awareness

Will the event be featured in the National Press or on TV?
Can Saga be featured as part of this coverage? Saga has a preference for events that have a wide audience reach.

Appeal and brand fit

Does the event appeal to today’s over 50s market?
Will people over 50 play an integral role in the sponsored activity?
Is the theme of the activity of genuine interest to the over 50s audience?
Does it fit with our brand values of genuine and authentic, reliable and honest and supportive and dedicated?

Geographic reach

How many people will be aware of the event?
In which parts of the UK will it have a presence?
How widespread is its media coverage likely to be by region? The wider the audience, the greater the opportunity.

Data capture

At our events, we often like to run competitions to increase our customer base. Would this be possible? The more new customers the activity introduces us to the better.

Product showcase

Will there be an opportunity at the event for us to promote our insurances, magazine, cruise and holiday products?

If the sponsorship package for your proposed event fulfils the majority of the above criteria, please send your sponsorship proposal including the following details:

Name of event
Date(s)
Synopsis of event
Audience reach
Where the event will be advertised
Data capture
Brand fit with Saga
Cost

To: Louise Batty, Events Manager, Saga Building, Enbrook Park, Folkestone, Kent CT20 3SE or louise.batty@saga.co.uk

Please note that we cannot consider sponsorship requests within less than six months of the occurrence of the event. We prefer to have a year to plan the activity to ensure we can present our involvement as well as possible.

Exhibitions
Please note Saga will only attend exhibitions with an attendance rate of more than 10,000 visitors.