A sponsorship is only as valuable as its activation. This template provides a comprehensive framework for planning and executing activations that maximize your sponsorship investment.
Activation Budget Rule
Plan to spend 1:1 on activation relative to your rights fees. For every dollar spent on sponsorship rights, allocate at least one dollar to bring that partnership to life.
Activation Phases & Checklists
Pre-Event (4-8 weeks out)
Confirm all contracted assets and deliverables with property
Develop creative assets (signage, digital, social content)
Brief internal teams (sales, marketing, PR, operations)
Secure experiential activation space and logistics
Plan hospitality guest list and invitations
Launch teaser social media campaign
Coordinate media/PR opportunities
Set up tracking and measurement systems
Train on-site activation staff
Confirm player/talent appearances
Event Week (7 days out)
Final creative approval and production
Ship/deliver all activation materials
Confirm hospitality details and catering
Send reminder communications to guests
Brief media on storylines and spokespeople
Coordinate with venue operations team
Post countdown content on social channels
Prepare real-time social content for event day
Double-check all signage placements with property
Confirm transportation and logistics
Event Day
Arrive early for setup and walkthrough
Verify all signage is correctly placed
Brief and position activation staff
Set up hospitality space and welcome guests
Post real-time social media content
Document everything with photos/video
Engage fans at experiential activation
Capture testimonials and fan reactions
Coordinate PA announcements and in-game activations
Monitor social mentions and engage in real-time
Post-Event (1-2 weeks after)
Send thank you notes to hospitality guests
Collect and organize all photos/videos
Request media value and exposure reports from property
Compile social media metrics and engagement data
Survey hospitality guests for feedback
Conduct internal debrief with team
Document lessons learned and recommendations
Begin creating recap report for stakeholders
Share highlights on owned channels
Schedule renewal/planning conversation with property
Activation Budget Breakdown
How to allocate your activation budget across key categories.
| Category | % of Budget | Includes |
|---|---|---|
| Creative Production | 15-20% | Signage, digital assets, video content, print materials |
| Experiential Activation | 25-35% | Booth/setup, staffing, giveaways, interactive elements |
| Hospitality | 15-25% | Suite rental, catering, tickets, transportation |
| Digital/Social | 10-15% | Paid social, content creation, influencer partnerships |
| PR/Media | 5-10% | Press releases, media outreach, spokesperson training |
| Contingency | 10-15% | Unexpected costs, last-minute additions, overruns |
Success Metrics to Track
Define these metrics before activation to measure success.
Media Impressions
Total reach across all media placements
Target: Define target based on investment level
Social Engagement
Likes, comments, shares, mentions
Target: 2-5% engagement rate on sponsored content
Hospitality Satisfaction
Guest experience ratings
Target: 90%+ positive feedback
Lead Generation
Qualified leads captured at activation
Target: Cost per lead target based on industry
Brand Awareness Lift
Pre/post awareness surveys
Target: 5-15% awareness increase
Sales Attribution
Revenue attributable to partnership
Target: ROI target (typically 3-5x)
Manage Activations in SponsorFlo
Track deliverables, manage timelines, and collaborate with sponsors—all in one platform.
Start Free Trial