Q-Park will consider sponsorships in all categories, but as a company with a focus on quality, we will not sponsor any event or programme where safety or cleanliness might be an issue. A sponsorship may in no way be controversial or divisive, nor may it violate any law. Q-Park will not sponsor nor make donations to any event or organisation with a religious or political goal, student travel and/or festivities or private initiatives.

We require sponsorship exclusivity in the parking category and generally need a minimum of six months lead time. We consider logo exposure a bonus, not an objective. We expect relevant sponsorship partners to invest a minimum of 10% of the total value of the sponsorship, and to contribute to pro-actively maximising the sponsorship.

In the market, Q-Park provides quality parking solutions at strategic locations. We therefore prefer sponsorships that directly or indirectly help support the occupancy of our parking facilities. In order to enhance the relevance of our parking facilities to people in our target market and their lives, a crucial element of sponsorship selection is based on the alignment of key attributes of the event to be sponsored with some or all of our key attributes: clean, safe, convenient, reliable and hospitable.

As Q-Park seeks to develop strong long term partnerships, we embrace sponsorships that focus on business synergies and include associated companies or organisations that target a similar marketplace with a complementary product, service or cause. We particularly embrace the sponsorship participation of other quality brands and seek opportunities for cross promotion, loyalty programmes and in-kind leverage.

As Q-Park operates quality parking facilities, markets a range of customised products and services and employs hospitable people, we favour sponsorships that value and appreciate our in-kind resources, knowledge and expertise. This non-cash contribution minimises cash expenditure while maximising mutual benefits. In our negotiations with events to be sponsored we tend to look for benefits in the form of access to markets, use of marketing vehicles, third party synergies, ancillary events, hospitality opportunities, database and/or relationship marketing, cause tie-in and the like.

Q-Park will evaluate the results of a particular sponsorship against the objectives set for that sponsorship. These results will be quantified by the responsible manager. The evaluation of the relationship with the event sponsored will be conducted separately, based on:

  • Whether or not all benefits were delivered as promised.
  • The timeliness and relevance of reports concerning:
    • The degree to which the event added value;
    • Whether or not we were kept in the loop;
    • The overall ease of the working relationship.

Q-Park will spend no more than 20% of its marketing budget on sponsorships; this includes maximisation that does not exceed ‘2-to-1’. Q-Park will not engage in sponsorship contracts exceeding three years. Our investment is commonly based upon an upfront fee paid in installments plus a performance-based incentive. Q-Park has set aside opportunistic funds of no more than 5% of the total sponsorship budget for interesting yet unplanned opportunities.

To be eligible for consideration, sponsorship proposals must include key details of the opportunity, an overview of the confirmed marketing plan, list of sponsors who have committed to date, and a comprehensive list of benefits. A timeline of important deadlines and credentials of the organisation and key subcontractors must be included in the proposal. Q-Parkwill review all proposals to assess suitability, feasibility and resources required (human and monetary). Q-Park will notify the event to be sponsored of its disposition regarding the proposal within four weeks.

While every care was taken in establishing our sponsorship guidelines and establishing our sponsorship strategies accordingly, it is possible that issues might occur that when considered within the diversity of stakeholders a conflict of interests materialises. In that event, Q-Park will actively interact with all the parties concerned, seek cooperation with all the business departments involved and exert its influence to find an appropriate solution which is acceptable to all.