A clear sponsorship brief saves time, improves creative quality and makes commercial conversations more productive. It does not need to be long, but it must make the important choices visible.
1. Business and marketing objective
State the challenge, the desired audience response and why a festival environment is relevant. Avoid broad objectives that cannot guide design or measurement.
2. Priority audience
Define who matters most, including geography, mindset, behaviour and relationship with the brand. Distinguish the core audience from people who are merely available.
3. Brand role
Describe what the brand can credibly contribute: access, expertise, entertainment, comfort, discovery, tools, rewards or community support.
4. Activation ambition
Clarify whether the team needs naming rights, an owned experience, sampling, hospitality, content, creator collaboration, data capture or an integrated combination.
5. Investment parameters
Share an indicative range covering rights, production, staffing, content, amplification and measurement. Transparency helps partners propose an executable solution.
6. Success measures
Choose a focused scorecard connected to the objective. Include delivery, audience response and business impact where possible.
Before sending the brief
Confirm decision owners, approval timings, legal requirements, data responsibilities and the final date by which the activation must be operational.
