A Conversation about Sponsorships with Bruce Erley
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A Conversation about Sponsorships with Bruce Erley

Bruce L. Erley is the President and CEO of the Creative Strategies Group, a full-service sponsorship and event marketing agency based in Denver, Colorado which he founded in September, 1995. Creative Strategies Group (CSG) specializes in sponsorship and event marketing consultation as well as forging partnerships between corporations and events, festivals, nonprofit organizations and other properties.

In 2012, Erley served as the World Board Chairman of the International Festivals & Events Association (IFEA). IFEA is the premier professional association supporting and enabling festival and event professionals worldwide. The IFEA's primary focus is identifying and providing access to the professional resources and networks that will, as stated in their mission, inspire and enable those in their industry to realize their dreams, build community and sustain success through celebration.

Bruce is Accredited in Public Relations (APR) by the Public Relations Society of America and is a Certified Festival & Events Executive (CFEE) by the International Festivals and Events Association.

Among CSG’s recent and current clients are the Pasadena Tournament of Roses, Philadelphia Flower Show, Cherry Creek Arts Festival, and the National Western Stock Show. CSG’s corporate clients include Janus Capital Group, Kaiser Permanente, the Colorado Lottery, Great-West Life, U.S. Bank and Safeway.

Prior to founding CSG, Erley was the Vice President for Marketing and Sales for Up with People, an international, educational and cultural organization.

Erley is widely acclaimed as a top presenter on sponsorship topics for the events and festivals industry, having spoken recently at major conferences in Dubai, Toronto, Vienna, Singapore, South Korea and Beijing. Bruce has been married for 31 years to his wife Linda and they are the gratified empty-nest parents of three grown sons.

Admittedly an “institution” at IFEA conventions, Bruce shares some of his extensive expertise in the field of event sponsorship and marketing. Garnered over a 40-year career, Bruce’s knowledge and understanding is invaluable to anyone tasked with the often-dreaded job of “selling” sponsorships. Want to feel empowered and confident when approaching a potential sponsor? Then you must listen to this episode – probably more than once!  


Key Moments:

3:52 – Do you have a valuation matrix to show potential sponsors? Should you?!

7:45 – Find out the biggest mistake when approaching sponsorship opportunities and how to avoid it.

10:29 – Discover two crucial elements in the process of forming partnerships with potential sponsors.

18:16 – Do you know the three key factors to consider when valuing the package you are trying to sell to potential sponsors?

19:15 – Having the right tools can make all the difference in creating a partnership between sponsors and events and venues.

22:42 – What is a potential sponsor looking for in a partnership? Surprise! It isn’t necessarily more “exposure.”   

25:25 – How can a sponsor add cachet to your event or venue? Find out about “activation” and why it is so mutually beneficial!

29:17 – Do you follow “best practices” in your approach to sponsorship acquisition and retention?

The Amplifier is brought to you by Saffire in cooperation with IAFE, IFEA, IAVM and WFA. For more information or feedback, please contact info@saffire.com.
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