A lot offered by a brand relies on a precise mechanism: in-kind sponsorship. The company provides a product or service for free to an event organizer (association, sports club, school) in exchange for local visibility and an accounting benefit related to its CSR policy. Understanding this operation allows for tailored requests and increases the chances of receiving positive responses.
In-kind Sponsorship and CSR: The Framework Governing Lot Donations
The majority of large French brands no longer give away lots with just a phone call. In recent years, brands like Decathlon, Carrefour, or Fnac Darty have structured their donations under the CSR or in-kind sponsorship label, with internal charters that set clear priorities.
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Recurring local projects take precedence: neighborhood sports clubs, partner schools, hospital associations. One-off requests that have no territorial link to the store or brand are often dismissed.
This logic has a direct consequence for organizers. A proposal aligned with the brand’s CSR commitments is more likely to succeed than a generic letter sent to fifty brands. Identifying the values promoted by the company (inclusion, environment, sports for all) and linking them to the associative project is the first concrete step.
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Several organizers today rely on online resources dedicated to brands that offer attractive lots to target the most receptive brands in their sector.
Online Forms and Annual Quotas: How Brands Handle Lot Requests
Physical outreach in stores is still possible, but the decision-making process has changed. Since 2023, several large brands have implemented online forms dedicated to requests for charitable lots. For example, Puy du Fou offers a specific section on its official website to handle these requests in a structured manner.
These forms generally require several pieces of information:
- The legal status of the association (RNA number, receipt of declaration at the prefecture) and proof that the event is non-profit.
- A precise description of the event (date, location, expected number of participants, target audience) so that the brand can assess the visibility offered.
- The proposed counter-gifts: logo on posters, mention on social media, dedicated booth at the event.
- The intended use of the data collected during the event, a sensitive point since the tightening of GDPR practices.
Brands often operate with annual quotas per store or region. Sending a request several months before the event significantly increases the chances of obtaining a lot, as sponsorship budgets are consumed throughout the year.
GDPR Constraints on Contests and Raffles: A Point Often Overlooked by Organizers
Since the implementation of GDPR and the strengthening of controls by the CNIL, the legal departments of brands are scrutinizing the conditions under which their products are distributed more closely. A contest or raffle that collects email addresses or phone numbers without explicit legal basis can lead a brand to refuse to provide a lot to protect its image.
The practical guides published by the CNIL on contests remind that any collection of personal data must be based on free, specific, and informed consent. Specifically, the rules of the raffle must specify whether participants’ contact details will be reused for marketing purposes and offer the option to refuse.
Incorporating This Point in the Request File
Indicating in the request form that the event has rules compliant with GDPR immediately reassures the brand. This detail distinguishes a serious proposal from a vague solicitation.
Experiential Lots: The Trend Replacing Traditional Items
Feedback from event organizers, particularly in a B2B context, shows a clear evolution: experiential lots are gaining ground over physical items. Factory visits, immersive workshops, exclusive access to a service, themed stays – these formats generate stronger engagement among participants.
For brands, offering an experience rather than a product presents a double advantage. The actual cost is often lower than that of a high-end item, and the impact in terms of image is more lasting: the winner shares their experience on social media, extending visibility well beyond the event itself.
Tailoring the Request to the Type of Lot Desired
To obtain an experiential lot, the request should not be formulated like that for a gift basket. One should address the communication or partnerships department rather than the local store manager. Proposing a detailed visibility plan (stories, posts, articles on the association’s website) increases the likelihood of a favorable response, as this type of lot fits into a co-communication logic.
The distinction between physical products and experiences also conditions the tax framework of the donation for the brand. An experiential lot can be valued differently in the company’s accounts, sometimes making it easier to unlock internally.
Associations looking to diversify their lots should consider combining both approaches: a few visible items for the event day, and one or two experiential lots as flagship prizes to fuel communication in advance. This combination remains the formula that attracts the most participants while facilitating partnerships with brands.