All commercial sponsorship activities should fulfil business and marketing objectives and provide a measurable return for expenditure to MTC.

In addition to the direct cost of commercial sponsorship, there is a need to budget for marketing exploitation to ensure maximum effectiveness of the sponsorship.

MTC offers a range of choices to potential recipients of sponsorships under a number of guidelines

Commercial Sponsorship Guidelines:

• enhance MTC brand awareness
• highlight MTC products and services to relevant target
  audiences
• provide opportunities for corporate hospitality or other marketing exploitation by MTC
• enhance MTC’s reputation as a social partner motivate staff

Selection

Commercial sponsorships form a key part of MTC’s marketing programmes and as such are evaluated against the following:

• whether the activity complements our brand values
• the appropriateness of the target audience/s
• the availability of sole sponsorship rights, or exclusivity
• the availability of naming rights
• the potential for benefits packages to include branding or signage, publicity, displays, advertising and access to databases
• opportunities available to strengthen customer relations and build business relationships
• opportunities to add value or benefits to customers and staff (e.g. through complimentary or discounted tickets)
• the availability of research material or evaluation of the effectiveness of the sponsorship
• the risk of controversy and/or the possibility of negative publicity