Sponsorship Opportunities May Edition
signage opportunities Dining hall naming rights Cost: $5,000 This opportunity includes naming rights on the big tent located in the Food Court, a popular spot for attendees to sit and enjoy a meal. Your company will be recognized on all maps, including those in the Official Program, website and other media publications. In addition, you have the opportunity to hang signage inside and outside of the tent during Expo as well as host events outside of trade show hours. Sale pavilion Cost: $8,000 This opportunity includes naming rights on the large tent located near the Coliseum where all of the dairy cattle breed sales are held during the week. Your company will be recognized on all maps, including those in the Official Program, website and other media publications. In addition, you have the opportunity to hang two custom banners on the exterior and two custom banners on the interior of the tent. This space is also host to the Dairy Cattle Exhibitor Picnic as well as the Youth Fitting Contest and FFA Dairy Cattle Judging Contest. trade center product placement Cost: $5,000 Take advantage of this unique NEW opportunity to place product along the Trade Center for attendees to view and investigate while at WDE. Sponsorship includes placement of four pieces of equipment on the grass island adjoining the Trade Center. Exact placement and size of equipment to be mutually agreed upon between sponsor and WDE. trade center aisle signs Cost: $3,000 Make a splash with your brand by NEW becoming the sponsor of the Trade Center aisle signs. These four, full color signs are the perfect opportunity to get your message in front of attendees as they navigate their way through this new and improved structure in 2018.
signage opportunities COLISeuM STAIRS COST: $13,000 Imagine thousands of people seeing your message every day at World Dairy Expo. The stairs in the Coliseum see a tremendous amount of traffic. This is a prime location for unique advertising that will literally stop people in their tracks. The stairs are highly visible, even to people who are not using them. Act fast to secure this outstanding opportunity. Restroom advertising Cost: $100 per ad Get your message in front of the ultimate captive audience! This sponsorship includes prime placement of your full color 11 x 17 ads in either the men s or women s bathroom, or both, in the Exhibition Hall. Bulk pricing is available. mobile restroom Cost: $6,000 There is no missing this custom billboard. Get your full-color graphics placed on these centrally located restrooms. The cost includes printing and installation of your custom artwork. If your company is looking for a unique opportunity, this is it! park benches Cost: $500 each, six available This is an opportunity that rarely becomes available. Invite people to rest their weary feet courtesy of your company. The cost includes printing and installation of your custom artwork. NEW Exhibition Hall Floor graphics Cost: $12,500 Take advantage of this brandnew opportunity by sponsoring floor graphics in the most-trafficked building on the grounds. Sponsorship includes printing and installation of your custom graphics in mutually agreed upon locations in the main hall of the Exhibition Hall.
general visitor exposure mobile charging kiosks COST: $7,500 In today s fast-paced society, you never want to be without your cell phone. This exclusive sponsorship opportunity puts your brand in front of attendees in a variety of locations on the Expo grounds who are looking for a charge. Sponsorship includes your artwork on seven charging kiosks that are guaranteed to reach all of Expo s attendees including the general attendee, media partners, commercial exhibitors, dairy cattle exhibitors and international guests. worlddairyexpo.com web banner ads Cost: $3,000 Get your message in front of our virtual attendees all year round! Sponsorship includes your banner ad at the top of the respective page. Pages available include: Meet the Champions Dairy Cattle Show and Sale Schedule Seminars & Virtual Farm Tours Photos & Videos Travel Information Contests Maps Happy Hour at The Tanbark Cost: $2,000 The Tanbark opened at Expo in 2017 and is the premier watering hole throughout the week. Located in the front of the Sale Pavilion, this bar and grill serves as the meeting place for attendees and exhibitors, as well as your own customers and prospects! Serve as host for happy hour on the evening of your choosing, from 4:00 p.m. to 6:00 p.m. Sponsorship includes the right to place custom signage in The Tanbark, have staff on-hand to serve as hosts, one half-barrel of beer with snacks and recognition in the Expo Daily Edition. For more information contact Kayla today! MEDIA DRINKWARE Cost: $1,000 Place your brand in the hand of World Dairy Expo s media partners. Sponsorship includes your logo, along with World Dairy Expo theme art, on each of the drinkware items (thermos or water bottles) that are given to the media. This also includes the opportunity to have your bookmark sized flyer inserted into each.
general visitor exposure Audio Billboard Advertising Sponsorship Cost: $1,500/:30, $2,500/:60 Want a creative way to amplify your message throughout the Expo grounds? Take advantage of our Audio Billboards by placing your recorded ad where it will be heard over and over throughout the show. Your ad will air in rotation on a continuous loop with a handful of other sponsors and additional content about World Dairy Expo daily events. Professional production services are available for an additional $500. napkins Cost: $1,000 + product (40,000) Put your logo in the hands of the attendees at World Dairy Expo by sponsoring the napkins used in the concessions stands in the Exhibition Hall, Coliseum and Pavilions, as well as event functions throughout the week. This is a fast and easy way to grow your brand recognition. WDE Welcome Reception Co-Sponsorship Cost: $500 Welcome World Dairy Expo s stakeholders, exhibitors, friends and Award winners on Wednesday, October 3, from 5:00 p.m. to 6:30 p.m. as a co-sponsor of the Welcome Reception. Sponsorship includes logo recognition on signage at the event, logo recognition used on props in the photo booth at the event and printed photo strips. Sponsors will also be recognized in the Expo Daily Edition. volunteer lounge Cost: $500 Show your appreciation to World Dairy Expo s over 400 volunteers by becoming the sponsor of the Volunteer Lounge. The Volunteer Lounge, located in the Coliseum is a space for volunteers to grab lunch or a snack and to rest or recharge. Sponsorship includes signage with your name on all tables in the lounge.
recognition program dairy woman of the year co-sponsorship COST: $275 Support the industry s top award for an outstanding woman in dairy. The sponsor s name is listed in news releases, on the banquet program, in the Official Program and the Expo Daily Edition. industry people of the year co-sponsorship COST: $275 Support the industry s top award for outstanding industry professionals. The sponsor s name is listed in news releases, on the banquet program, in the Official Program and the Expo Daily Edition. international person of the year co-sponsorship COST: $275 Support the industry s top award for an outstanding international dairy industry leader. The sponsor s name is listed in news releases, on the banquet program, in the Official Program and the Expo Daily Edition.
expotv ExpoTV Showring Broadcast Co-Sponsorship Cost: $12,500 Impact: At World Dairy Expo, all 68,000+ attendees will see your logo at least once, many will see your ad and logo multiple times and some will see your ad and logo dozens of times During World Dairy Expo, beyond the grounds: Your logo on the ExpoTV website and on the video player (watch any of the videos to see the video player and the logos) Your 30-second video advertisement will play on the live Showring broadcast being watched by thousands worldwide Your text crawl will also be seen by all viewers online ExpoTV is a live Showring broadcast of the Dairy Cattle Show on the four-sided LED screen in the Showring, two jumbo screens in the Exhibition Hall, one screen in the Arena Building, two screens in the Trade Center and on more than a dozen other TV screens on the grounds. In addition, ExpoTV feeds live to the Expo website during the show, making it the ESPN of the dairy cattle world. In 2017, 143,226 connections from all U.S. States and 124 countries viewed ExpoTV during the week of Expo on Expo s website! At World Dairy Expo in Madison: Your 30-second video advertisement will be shown on all ExpoTV screens and the online broadcast multiple times each day of World Dairy Expo Your text crawl in rotation with other sponsors (text crawl is constant on all on-site screens) Your color logo in rotation with the other sponsors on the northwest wall LED screen in the Showring in the Coliseum Impact: Because not all can attend World Dairy Expo for all five days or maybe not at all, we ve seen the popularity of ExpoTV beyond the grounds grow significantly. More than 100,000 people watched the dairy cattle show live thanks to ExpoTV After the show: In the first month after World Dairy Expo, the ExpoTV YouTube videos were viewed by 63,016 individuals. This number continues to climb through the year Your logo will remain on the ExpoTV page of the website and on the video player Impact: Dairy enthusiasts want to experience Expo all year, bringing them back to the Expo website to watch the show again and again. As a result, ExpoTV attracts thousands who want to watch one class video or multiples throughout the year. in all eight editions of the Cattle Logs Your color logo alongside the big screens in the main hall of the Exhibition Hall (two), New Holland Trade Center (two) and Arena Building (one) in the Official Program magazine (along with your color logo promoting your Four Star Sponsorship)
dairy cattle exposure Pavilion Animal Search & Information Kiosk Cost: $2,500 each Lend a guiding hand to our attendees as they make their way through the New Holland Pavilions in search of their favorite animals and dairy cattle exhibitors. Attendees are able to search for animals and exhibitors on your branded kiosk. Kiosk locations are available in the Pavilions. New Holland Pavilion Wash Rack Signage Cost: $1,500 A great way to expose your brand to the crowd viewing dairy cattle in the New Holland Pavilions is with this adhesive-backed, full color signage which is sure to catch the eye of every passerby. Wash rack signage is 2 x 8. Sponsorship includes printing and installation. dairy cattle exhibitor picnic Cost: $8,500 This event is your opportunity to serve as host to Expo s dairy cattle exhibitors. Sponsorship includes naming rights and the ability to customize the event where your company representatives have the opportunity to serve as hosts, complete with signage and the ability to distribute promotional materials to exhibitors. You have the opportunity to welcome exhibitors as they arrive on-grounds with signage at cattle check-in, and have the ability to personally deliver invitations to exhibitors on Sunday prior to the picnic. Additionally, the sponsor received listings in the Premium Book, Cattle Logs and cattle exhibitor s information brochure. dairy cattle exhibitor hats Cost: $2,500 Show your appreciation to Expo s Dairy Cattle Exhibitors by sponsoring hats that are gifted to them. Your logo will be printed on all 1,000 hats along with WDE theme art.
dairy cattle exposure Pavilion 1 mezzanine banner Cost: $3,000 Make your message the focal point as attendees exit the east doors of Pavilion 1. Sponsorship includes the placement of your banner on the mezzanine railing facing into Pavilion 1. Cattle Log Advertisements Cost - Full Page: $600 1/2 Page: $450 1/4 Page: $250 Placement of your specified size ad in all Cattle Logs. More than 14,000 Cattle Logs are distributed ringside throughout the week and are available digitally year-round on the World Dairy Expo website, worlddairyexpo.com. pavilion center aisle entrance/exit windows Cost: $3,000 Your message will be visible to anyone walking the center aisle of the New Holland Pavilions to view the world s best dairy cattle. Sponsorship includes the printing and installation of signage on both the interior and exterior sides of the windows above the Pavilion door. Locations include the west end of Pavilion 1, and the east and west ends of Pavilion 2. showring banners (co-sponsorship) Cost: $5,000 Be at the center of all the excitement in the Showring with five of your 3 x 8 banners around the Coliseum. Not only is this a highly visible signage opportunity during Expo, these banners are often in the background of Showring photos. Sponsorship includes logo and a listing as a Showring sponsor in all breed Cattle Logs.
dairy cattle awards International Jr. Holstein Show Premiums Sponsorship - $6,400 Every cent goes directly to the junior exhibitors $400 per class. Plus, there s added value, including: A complimentary full-page ad in all of the Cattle Logs (14,000 distributed ringside) A special news release from WDE recognizing your company s generous support in the Jr. Holstein Cattle Log and Premium Book Showring announcements Plus, all of the value as a Three Star Sponsor junior show reserve champion heifer cash award - $500 As a sponsor of this award, you re NEW invited to the Parade of Champions program on Saturday to present the novelty check and participate in photos. Sponsorship includes Premium Book and Cattle Log listings. Neck Ribbons & Medallions jersey Breed Cost: $3,000 guernsey breed cost: $1,000 These special keepsakes are awarded to the top ten placing animals in each class. As the sponsor of the neck ribbons and medallions, your logo will be on each of these special awards. Sponsorship includes Premium Book and Cattle Log listings.
dairy cattle awards ayrshire BREED Sponsorship includes a Ayrshire Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. GUERNSEY BREED Sponsorship includes a Guernsey Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Junior Show Champion Sponsorships, $75 Reserve Intermediate Champion Female Class Sponsorships, $75 Fall Yearling Heifer Junior Best Three Females Yearling Heifer in Milk Junior Two-Year-Old Cow Senior Two-Year-Old Cow Champion Sponsorships, $100 Reserve Intermediate Champion Female brown swiss BREED Sponsorship includes a Brown Swiss Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Junior Show Class Sponsorships, $50 Fall Yearling Heifer Aged Cow, Six-Year-Old & Older Junior Show Champion Sponsorships, $75 Intermediate Champion Female Reserve Intermediate Champion Female Reserve Senior Champion Female Reserve Grand Champion Female Class Sponsorships, $75 Summer Yearling Heifer Fall Yearling Heifer Total Performance Cow Best Uddered Cow Exhibitor s Herd Produce of Dam Champion Sponsorships, $100 Reserve Junior Champion Female Reserve Intermediate Champion Female holstein BREED Sponsorship includes a Holstein Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Class Sponsorships, $75 B&O Winter Yearling Heifer B&O Senior Two-Year-Old Cow
dairy cattle awards Jersey BREED Sponsorship includes a Jersey Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Milking shorthorn BREED Sponsorship includes a Milking Shorthorn Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Junior Show Class Sponsorships, $50 Spring Heifer Calf Winter Yearling Heifer Senior Three-Year-Old Cow Junior Show Champion Sponsorships, $75 Reserve Intermediate Champion Female Senior Champion Female Class Sponsorships, $75 Winter Yearling Heifer Exhibitor s Herd B&O Spring Heifer Calf B&O Winter Heifer Calf B&O Fall Heifer Calf B&O Summer Yearling Heifer B&O Spring Yearling Heifer B&O Winter Yearling Heifer B&O Fall Yearling Heifer B&O Yearling Heifer in Milk B&O Junior Two-Year-Old Cow B&O Senior Two-Year-Old B&O Junior Three-Year-Old Cow B&O Senior Three-Year-OId Cow B&O Four-Year-Old Cow B&O Five-Year-Old Cow B&O Six-Year-Old & Old Cow B&O Lifetime Cheese Production Cow Class Sponsorships, $75 Total Performance Cow Champion Sponsorships, $100 Reserve Intermediate Champion Female red & white BREED Sponsorship includes a Red & White Cattle Log listing, a Premium Book listing, as well as a Showring announcement. Sponsors are invited to present the award and participate in photos. Junior Show Class Sponsorships, $50 Fall Heifer Calf Summer Yearling Heifer Spring Yearling Heifer Winter Yearling Heifer Junior Show Champion Sponsorships, $75 Reserve Intermediate Champion Female Champion Sponsorships, $100 Eugene Nelson Intermediate Champion Female Reserve Senior Champion Female
youth sponsorships Students will see the milking parlor equipment and hear of the processes that the industry uses to ensure a high quality, nutritious food product. Animal nutrition, health care and comfort are discussed during the tour of the grounds including modern agriculture equipment to view and feed samples to touch and smell. Each child will receive a goodie bag plus a cheese and milk snack. Children's Educational Program (School Tours) World Dairy Expo hosts more than 1,500 fourth grade students in the Dane County area each year for an interactive guided tour of World Dairy Expo. Kids see some of the most beautiful dairy cows and calves in North America and learn about the different breeds of dairy cattle and how they are judged in the Showring. Your sponsorship includes a listing in the School Tour information packet sent to teachers pre-show and your company name on signage in the School Tour headquarters tent at the show. Your company name and mailing address will also be included in a listing provided to each participating school after World Dairy Expo, so they re able to recognize your sponsorship. Gold Sponsor (Co-Sponsorship) - $1,000 Silver Sponsor (Co-Sponsorship) - $500 Bronze Sponsor (Co-Sponsorship) - $250 Junior Dairy Cattle Show Sponsorship Support youth showing all breeds of dairy cattle at World Dairy Expo by becoming a Junior Dairy Cattle Show General Sponsor. Co-Sponsorship includes Showring announcements and recognition in the Premium Book and Cattle Logs. Gold Sponsor - $4,000 Silver Sponsor - $2,000 Bronze Sponsor - $1,000 ffa scavenger hunt t-shirts co-sponsorship Cost: $500 World Dairy Expo is host to hundreds of FFA students on Tuesday as they compete in contests and explore Expo. Get your logo in the hands of these students. T-shirts will be provided to students upon completion of the FFA texting scavenger hunt.
youth sponsorships National 4-H dairy judging contest Top 5 Team Ribbons, Placings Only - $50 Top Team Award, Placings Only - $200 Top Team Overall Awards - $200 Top 5 Team Ribbons for all 5 Breed - $150 Top 25 Individuals Overall, All American Plaques - $350 3rd-5th Place Teams Overall, Pen Sets - $160 2nd-5th Place Individual in Oral Reasons, Pen Sets - $100 National Youth Contests Support hundreds of students competing in the National 4-H, Intercollegiate and International Post- Secondary Judging Contests! Sponsorship includes online contest brochure listings and an introduction during the banquet. Title Sponsor - $10,000 Gold Sponsor (Co-Sponsorship) - $1,000 Silver Sponsor (Co-Sponsorship)- $500 Bronze Sponsor (Co-Sponsorship)- $250 4-H, Intercollegiate and Post-Sec. Contests - Participants Souvenir Pins - $1,200 Souvenir pins are distributed to all contest participants. 4-H, Intercollegiate and Post-Sec. Contests - Cattle Leaders Four representatives from your company will lead animals for the youth judging contests. Participants are encouraged to wear attire that includes your name and logo that will be visible to the contestants, coaches, parents, superintendents and officials. intercollegiate dairy cattle judging contest Top 10 Individuals Overall - $125 post-secondary dairy cattle judging contest Top 5 Teams Overall, Picture Plaques - $175 Youth showmanship contest The 2017 Youth Showmanship contest saw a record breaking 424 youth participants. Show your support for this impactful youth contest through sponsorship. Senior 6th-10th Place Cash Awards - $125 Intermediate 6th-10th Place Cash Awards - $125 Junior 6th-10th Place Cash Awards - $125 Junior Top 5 Cash Awards - $250 central national ffa contests Dairy Cattle Judging Awards - $75 Dairy Cattle Judging Ribbons - $30 Dairy Products Awards - $75 Dairy Products Ribbons - $30 Dairy Showmanship Awards - $50 Dairy Showmanship Ribbons - $10
inernational options NEW international reception BAnner (co-sponsorship) Cost: $1,000 This is a chance to reach out to over 1,000 international attendees at World Dairy Expo! Your sponsorship includes placement of your standard banner stand in the event space, along with two complimentary tickets to the International Reception to meet and mingle with the international guests. If you re in the global dairy market, this is the opportunity for you. Sponsorship does not include banner printing costs. international pins and ribbons Cost: $2,000 Expo s international visitors pass through the East Lobby of the Coliseum for registration and are given a souvenir pin and ribbon denoting which country they hail from. This is a great chance to attach your index sized business card to each pin presented at International Registration. That s almost 3,000 pins! the international visitor magazine This full-color magazine includes important information about Expo and getting around Madison, as well as a listing of Expo exhibitors who cater to the non-us market. It is distributed to Expo s non- US attendees at both the International Registration desk and International Lounge, plus it is available online, making it a year-round resource. Whether your company is fully established around the globe or you are just starting to tap outside markets, you need to be in this publication! full-color magazine ads Display advertising is just $700 for a full-page, $500 for a half-page and $300 for a quarter-page. Premium placement on the inside front cover is also available for $800. Don t miss your opportunity to be included in this valuable resource in 2018! international buyers guide and export directory listing A listing in the International Buyer s Guide and Export Directory includes your company s contact information and a 50-word description of your products and services. All International Lounge exhibitors are given a complimentary listing, and any Expo exhibitor can purchase a listing. International lounge sponsorship The International Lounge remains the favorite gathering spot for non-us visitors. Sponsors will be recognized with signage at the entrances to the Lounge and in The International Visitor. Sponsors also receive tickets to attend the exclusive International Reception Friday night at Expo. Gold Level $1,000 (includes six reception tickets and International Lounge passes) Silver Level $500 (includes four reception tickets and International Lounge passes) Bronze Level $250 (includes two reception tickets and International Lounge passes)
world forage analysis superbowl In the World Forage Analysis Superbowl contest, forage producers enter their highest quality forages in seven different categories to compete for more than $25,000 in cash prizes. The winning forage samples are on display at the east end of the Arena Building. Show your support for this contest by becoming a sponsor. Gold Sponsor - $2,500 or more in support Inclusion in all print advertising, full-color logo will be included when possible Logo on WFAS website Logo on signage at the WFAS display First right of renewal for future years Invitation to the Mycogen Seeds Forage Superbowl Luncheon held on Wednesday of World Dairy Expo as a Two Star Sponsor Silver Sponsor - $1,500-$2,499 in support inclusion in all print advertising Logo on WFAS website Logo on signage at the WFAS display First right of refusal for future years Invitation to the Mycogen Seeds Forage Superbowl Luncheon held on Wednesday of World Dairy Expo as a One Star Sponsor Bronze Sponsor - $1,000-$1,499 in support Logo on WFAS website First right of refusal for future years as a One Star Sponsor
Free promotion ideas World Dairy Expo offers many promotional tools to help you showcase your company s participation in the 2018 show. These materials are available at no charge to our exhibitors and will be distributed on a first-come, first-serve basis. World Dairy Expo reserves the right to limit quantities. Submit the order form to reserve your materials today! Expo Postcards World Dairy Expo has developed an official show postcard for you to use to invite customers to your booth or promote your participation in the show. Postcards are 4 x6. The back is blank for your personalized message. World Dairy Expo Web Banners Promote your participation at Expo by including an Expo web banner and link on your company s website. The Expo website features all of the information your customers need to plan their trip to Madison. Email Liz at lmatzke@wdexpo.com for a special Proud Sponsor web banner to add to your website! 2018 the next frontier Posters The posters are an annual favorite. Get yours while they last! Size is 18 x24. Theme Art Do you want to use the 2018 World Dairy Expo theme graphics to promote your participation in the show? As an exhibitor, we encourage you to use these images in advertising or on your website. Download them from the Media File titled 2018 Artwork on the Expo website. Daily Schedules The Daily Schedule will be available after July 1. It contains the entire 2018 World Dairy Expo schedule and is a handy reference for your customers when they are planning their trip to Expo. Preferred Customer Ticket Program Make a lasting impression with your current or prospective customers offer them a free ticket to World Dairy Expo! You can design your own ticket and distribute as many as you wish. The tickets will be accepted for admission/parking when presented at any gate on the grounds. You only pay for those tickets redeemed at the gate. These tickets are available to you at a substantial discount, based on the number of tickets redeemed. Your artwork must be approved by World Dairy Expo by August 1 to take part in this program. Check out the info sheet online for details!
STAR SPONSORSHIP PROGRAM World Dairy Expo has become a world-renowned event thanks to the generous and consistent support of our sponsors. Listed below are five levels of sponsorship recognition available at World Dairy Expo. Sponsors earn a Star Sponsor level based on their total sponsor dollars invested each year. For example, five unique sponsorships that total $5,000 earn you a spot on the Three Star Sponsor list; or, sponsorship of ExpoTV at $12,500 will make you a Four Star Sponsor. Contact Kayla Sonnenburg at 608-224-6455 or ksonnenburg@wdexpo.com to discuss the possibilities and find out more about how World Dairy Expo sponsorship can benefit your company and how you can make a positive impact. Sponsor Benefits One Star $1,000-$2,499 Two Star $2,500-$4,999 Three Star $5,000-$9,999 Four Star $10,000-$24,999 Five Star $25,000+ Banner for display in booth or office/farm Listing in the Daily Schedule, distributed worldwide before the show Listing in the Expo Daily Edition newspaper, published by Dairy Star Product Description listing on Expo s website Logo on Expo s online interactive maps in The International Visitor Name mention on WDE s ongrounds Audio Billboards Name on the ExpoTV Live Showring Broadcast Daily live announcer recognition in the Showring Logo on WDE s directional signs Listing in the International Buyer s Guide and Export Directory on Thank You page of the Official Program published by Dairy Herd Management Name Name Name Logo Logo Listing on the Star Sponsor page of the WDE website Name Name Name Logo Logo Sponsorships are available on a first-to-commit basis. Sponsors have the right of first renewal in subsequent years.