STANLEY tells it all – Business of the Band: 3
What do corporate companies expect in return for their sponsorship?
Possibility to invite customers at concerts and performances
Many years ago the CEO of a large global company shared his credo with me: ‘customers, customers, customers! We need to give in order to receive, so we are in if and when you can offer a unique experience which strengthens ties with our customers’. Enough said, I guess.
Entrance at concerts and performances for employees
Part of sponsorship is based on strengthening internal connections as well. Departments within companies don’t always work together on an daily basis. A mutual trip to a concert is an experience for employees to connect.
Association
Both the sponsor and the sponsored sharing the same vision is the result of a process. Do we think alike? Do your goals fit with ours? Do you strengthen our image? In other words: can we embrace each other? A serious challenge.
Wind Orchestras or Bands generally perform unplugged, contrary to Jazz Orchestras or Big Bands and Rock Bands which require amplification. We are greener than green. A popular word these days. However, how do we bring this across? Or do we stay away from mentioning it altogether?
Association a.k.a. teaming up has become the trend. As the CEO of a large grocery chain told me: ‘I like the energy of sports. The drive of athletes to be the best they can, their competitive mentality, possibilities it brings to my company regarding image, both internal and external, etc. Just look at them: young, totally committed, ambitious, motivated, disciplined, top-fit. Our sponsorship enables them to achieve their goals. If they win, we win. If they loose, we still win. What else can I ask for?’
Although his description fits the Sousa Tribute Band as well, he was not prepared to look at us that way.
To be ready and available for unknowns
A sponsorship contract stipulates all details in writing. Unwritten is the ever present unexpected part of any collaboration. This contains more than a CEO all of a sudden stepping up during a concert in order to take over the position of conductor. Whether or not he or she does well or makes a fool of him- or herself during, doesn’t matter. They step on stage out of boldness. Afterwards gasping for air, off course, but who cares? It’s all fun intended.
As professionals, we need to prepare for this part of the deal. Over the years, the US Marine Band has had several US Presidents playing with the band. The Presidents Own, right?
Conclusion
Myself, I’ve met all of these and more. Experiences which have formed me, both on a professional and personal level. Preparing me for the intended sponsorship with a twist.
Stanley E. van Wel MM – Music Director
Posted on LinkedIn.com dated 18 July 2025