Sponsorship Process:- Application- Proposal

- Planning around event/opportunity- Be proactive about building your event- Make it valuable for your sponsors and yourself

What is Valuable:- Logo Placement is not valuable - Organic product incorporation is valuable- Spending time with participants is valuable- Creating Media/Stories/Socialmedia very important- Marketing is changing and companies want to work with

but they do not know how.

13 years ago, New Belgium Brewing Company had an idea for an event that would thank and continue to support all the cyclists that had been loyal consumers of our beer. The idea was to throw a party. What began as two folks driving around the country randomly landing in a local park with kegs of beer in the back and bicycles mounted to the top, has evolved into a traveling 15 city bicycle carnival. After our first show this year in Nashville, Tennessee the Tour de Fat has raised over $2 Million for bicycle-related non-profits across the country. Raising over $400,000 in 2011 alone, with one show left next week in Austin, Texas and thanks to the addition of shows in Washington, DC and Atlanta, Georgia we are projected to raise over $500,000 in 2012.

PlatinumThis is a truly exemplar business for bicyclists. The business is consistently referred to as an example of how to “do it right” in virtually all aspects of the four categories. There are programs to promote and support bicycling as well as strong relationships with local advocacy groups and clubs. The business has an impressive bicycle mode share.• Encouragement A variety of business events, commuter programs and incentive programs. Top business managers are role model bicyclists for their organization.• Education Business website includes information on ways to bicycle more often, bike safety, and upcoming events for bicycling. Bike safety classes are offered on a recurring basis. Commuter mentorship program is in place and utilized. Bike-route-mapping-assistance is available for employees. • Engineering Business provides multiple bike facilities to make cycling convenient, affordable, safe, and the preferred way to travel. The business has made significant investments to offer, maintain, and encourage the use of these facilities. • Evaluation Business has clear targets set for business-wide bike use. A high percentage of employees bike to work more than twice a week. There is full or part time bike coordinator on staff to insure programs and facilities perform properly and are successful.

Jburton@newbelgium.com