The Truth About ROI in Sponsorships, by Quetzalli

By Ken KomiyaMarch 31, 2025

A verdade sobre ROI em patrocínios, por Quetzalli

Introduction: The Sponsor’s Dilemma.

As an alcoholic beverage brand featuring natural and tropical fruits, Quetzalli has faced countless sponsorship proposals. Some were incredible partnerships that boosted our brand recognition, others... well, let's just say they were investments that didn't yield the expected return. After several experiences, we've developed a clear understanding of what works and what doesn't when it comes to sponsorship.

This guide is written from the perspective of sponsors for sponsors. If you're raising funds for your event or project, you need to understand one fundamental truth: brands like Quetzalli don't have "money to burn." Every investment needs to be justified based on data, strategic alignment, and, most importantly, a measurable return.

In the competitive beverage market, where major players have multi-million dollar budgets for activations, innovative brands like Quetzalli need to be extremely strategic in their choices. We want to participate and support exciting projects that align with our tropical and authentic vision, but we need guarantees that the investment will make sense.

10 Essential Elements Quetzalli (and Other Brands) Expect from Sponsorship Seekers

1. Target audience genuinely aligned with tropical drinks and authentic experiences

There's no point in contacting us to sponsor an event where the audience doesn't drink alcohol or isn't interested in the world of natural and tropical flavors. As a premium beverage brand with natural ingredients, Quetzalli seeks to connect with a specific audience: adults who value authentic experiences, appreciate unique flavors, and lead an active and social lifestyle.

Why this matters to us: Our products have a clear market positioning. When we sponsor events or projects whose audiences don't align with these values, we're literally throwing money away.

2. Concrete metrics that go beyond "visibility"

One of the biggest problems we face as sponsors is the lack of objective metrics. "Your logo will be exposed to thousands of people" is no longer enough. We want to know: how many tastings will be held? What is the expected conversion rate? How many qualified leads will be generated? How will the increase in brand awareness be measured?

Why this matters to us: In the alcohol industry, where digital marketing is limited, sponsorships are crucial investments. We need to justify every penny internally based on concrete results.

3. Real engagement over inflated numbers

As a brand that values authenticity, we prefer an event with 200 people fully engaged with our proposal rather than a festival with 2,000 people who barely notice our presence. In the beverage world, the sensory experience is fundamental. We need moments of genuine connection, not just passive brand exposure.

Why this matters to us: Quetzalli grows through recommendations and experience. People who try our products in positive contexts become natural brand ambassadors.

4. Continuous strategy vs. one-off events

One of the biggest mistakes we made when Quetzalli first started was sponsoring isolated events without considering a long-term strategy. We discovered that ongoing partnerships with a calendar of activations throughout the year yield far superior results than one-off grand events.

Why this matters to us: Beverage brands rely on seasonality and gradual presence building. A single event, no matter how large, rarely changes brand perception.

5. Quality of experience and professional production

If your event or project looks amateurish, we can't associate our brand with it. Quetzalli cares about design, ingredient quality, and sensory experience. We expect the same level of excellence from the projects we sponsor.

Why this matters to us: The perception of quality is everything. A poorly executed event can undermine years of brand building.

6. Full transparency on the application of resources

Where exactly will our investment be invested? We want a detailed breakdown of how every dollar will be used. Without financial transparency, trust is compromised from the start.

Why this matters to us: As a growing brand, every dollar of our marketing budget needs to be strategic. We need to ensure that resources are being allocated to elements that truly impact Quetzalli's perception.

7. Measurable ROI and post-event reporting

This is the most critical point and where we see the biggest gap: post-event aftercare is generally terrible. It's absurd that we have to ask, "How was the event?" We expect detailed reports with performance metrics, professional photos, activation videos, and, most importantly, an honest analysis of the results.

Why this matters to us: As sponsors, we need to justify the investment internally and plan future actions. Without concrete data, there's no way to assess whether the sponsorship was worthwhile.

8. Alignment with brand values and storytelling opportunities

Quetzalli values the richness of tropical fruits. We seek sponsorships that allow us to tell this story, celebrate authenticity, and create moments of sensory discovery.

Why this matters to us: In the alcoholic beverage market, differentiation is everything. We need platforms that allow us to communicate our product differentiators and brand values.

9. Flexibility for growing brands like Quetzalli

As a growing brand, we can't always compete with the sponsorship budgets of industry giants. But that doesn't mean we don't want to participate. Proposals that offer flexible packages, with compensation appropriate to our investment, have a much better chance of approval.

Why this matters to us: We want to build long-term partnerships that can grow with us, starting with smaller investments and scaling as results emerge.

10. Professional and personalized proposals for the beverage universe

Nothing is more discouraging than receiving a generic proposal that simply changes the brand name. We hope you'll study Quetzalli, understand our products, values, and positioning, and present a proposal that directly addresses our brand challenges.

Why this matters to us: The alcoholic beverage market has legal, seasonal, and behavioral peculiarities. Proposals that demonstrate knowledge of this universe are much more credible.

What Not to Do: Fatal Mistakes When Seeking Quetzalli Sponsorship

We've received hundreds of sponsorship proposals. Here are the most common mistakes that guarantee an immediate rejection:

Ignore legal restrictions in the alcoholic beverage industry
Propose activations without sensory experience of the product
Present generic proposals, clearly addressed to multiple brands
Do not include specific metrics and KPIs
Focus only on logo exposure, without interaction with the product
Does not present a history of previous events or cases
Request investment without detailed application breakdown
Not having a post-event communication plan

Real Case of Sponsorship Request We Received Recently (March, 2025)

The text below is a real case recently received via the company's WhatsApp.

" It is with great enthusiasm that [Name of Academic Entity] proposes a sponsorship proposal for the event [Name of Event] . Our [Entity] is recognized for promoting large-scale events that combine sports, entertainment and lots of fun for our members and the academic community.

This year, we're organizing the second edition of this epic event: a celebration focused primarily on sports and university connections. This extra-special edition will feature beach volleyball, futsal, and a drum battle. We expect around a thousand people on [Date] at [Event Location] in an environment conducive to connecting, relaxing, and creating unforgettable moments. We're looking for partners who share our youthful, innovative, and bold spirit—characteristics that align perfectly with Quetzalli.

What we offer:

1- Brand promotion on party products, ensuring that the public has direct contact with the flavor and boldness that only Quetzalli offers.

2- Media dissemination on our main dissemination channel:

[Instagram]'s Instagram – [xxx] followers

3- Dedicated space for bars and stands at the event, allowing Quetzalli to be present with its drinks, providing a unique experience for guests.

4- Exclusive activations during the event, allowing for creative and memorable interaction between the brand and the public.

We are convinced that [Event Name] is a unique opportunity to strengthen Quetzalli 's presence among young university students and introduce its range of products in an environment that celebrates freedom, fun and innovation.

We are available to discuss further details about this partnership and customize activations according to the brand's needs.

Let's steal hearts together and guarantee the best moments of fun at [Event Name]"

Here are some points that can be raised to help the reader understand the problems with this type of sponsorship proposal and how to improve:

Too generic – The proposal appears to be a ready-made template sent to various companies, without any specific adjustments for Quetzalli. This gives the impression of a lack of dedication and genuine interest in the partnership.
No defined value – There is no information about the expected investment. The sponsor needs to know the cost before considering anything.
Without clear compensation – What does Quetzalli gain from this? Reach, impact, conversions? Simply listing "product promotion" and "Instagram post" is too vague.
Lack of ROI – Every brand wants a return, whether it's from brand awareness, engagement, or direct sales. The proposal doesn't show how Quetzalli can measure the success of this initiative.
One-off, non-continuous event – The event takes place over a single day, with no guarantee of engagement before, during, or after. How does this create lasting value for the brand?
Poor initial contact – The WhatsApp message starts off poorly: "I'd like to offer a sponsorship proposal." But where's the proposal? The initial contact needs to be more complete and persuasive.
Lack of personalization and relevant data – How many people participated in the previous edition? Which brands have sponsored, and what were the results? What is the audience profile? Without this data, it's difficult to assess the impact.

What to do differently?

Be direct: present a real and complete proposal right from the first contact.
Include concrete values and benefits.
Demonstrate a well-structured activation plan that generates ongoing engagement.
Highlight ROI potential.
Demonstrate that Quetzalli was chosen with criteria and not just as "one more" to try to get sponsorship.

If the idea is to attract sponsors, the least you can do is show that it's worth it! 🚀

Practical Model: What a Winning Proposal for Quetzalli Should Contain

To increase your chances of getting Quetzalli sponsorship, your proposal should include:

Presentation Page: Logo, relevant title and demonstration of knowledge about Quetzalli
Executive Summary: Clear summary of the proposal and expected ROI
Strategic Alignment: How the project connects with Quetzalli's values and objectives
Detailed Audience Profile: Demographic and behavioral data, with an emphasis on the consumption of drinks and cocktails;
Product Experience Opportunity: How Attendees Will Experience Quetzalli
Specific Metrics and KPIs: Including tastings, samples distributed, leads captured
Activation Plan: Details of how the brand will be integrated into the event
Transparent Budget: Breakdown of all costs and investments
Complete Schedule: Including approval and checkpoints
Post-Event Communication Plan: How the results will be reported
Growth Opportunities: Partnership Expansion Possibilities

Quetzalli Sponsorship FAQs

Q: When is the best time to submit a sponsorship proposal to Quetzalli? A: Ideally, at least 3-4 months before the event. Our marketing calendar is set quarterly, so last-minute proposals rarely get approved, no matter how good they are.

Q: Does Quetzalli sponsor events that also feature other beverage brands? A: It depends on the format. We can consider events exclusively in our category (alcoholic beverages with natural fruits) or with dedicated areas for brand activation.

Q: What is the minimum investment Quetzalli considers for sponsorships? A: We don't have a fixed minimum amount. We evaluate each proposal based on its potential ROI, not the actual amount invested. We've had great success with strategic micro-sponsorships.

Conclusion: Partnerships that Grow Together

At Quetzalli, we don't just look for events to showcase our logo. We seek strategic partners who understand our product, value our proposition, and want to grow with us. The best partnerships we've developed started small and expanded organically, based on concrete results and mutual trust.

As a growing natural and tropical alcoholic beverage brand, we know that every experience with our product is an opportunity to win new fans. That's why we carefully choose where and how we present ourselves to the world.

If you're seeking sponsorship from Quetzalli, our message is clear: show that you understand our brand, present a plan with concrete metrics, and, most importantly, think about a long-term partnership, not just an immediate check.

We want to participate, we want to support incredible projects that align with our tropical and authentic essence, but we need to make sure we're not throwing money away. The question we always ask is: what's the ROI? If you have a clear and compelling answer, we're ready to talk.