27194 Event Sponsorship and Revenue

This subject deals with non-ticket/registration fee-based revenue streams available to public and corporate events. In doing so it seeks to firstly identify these income streams before going on to discuss their strategic development. Given its significance to many events, substantial time is given in this subject to examining how events develop and manage sponsorship as a major revenue source. Other revenue streams that are dealt with in this subject include merchandising, licensing, concession rights, media rights and grants. Discussion of the evaluation and effectiveness of these revenue streams is also a key aspect of this subject.