How far in advance do big companies like Coca-Cola plan their sponsorship budgets?
Answered in: Al Rondon of Coca Cola explains what sponsors wantThe Answer
Large companies plan sponsorship budgets 12-18 months in advance. For companies following a calendar fiscal year, decisions for the following year are typically being made by mid-year. By the time you're in Q1 of a given year, budgets are already closed for traditional fiscal cycles, so you should be pitching for the year after next.
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