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Pre-Proposal | 'The DASH San Francisco Marathon 2018' - Title Sponsor & 'Official Payment Partner'

Discussion in 'Pre + Budget Proposal Discussions' started by Household Name®, Feb 5, 2018.

  1. Household Name®

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    To the DASH Community––

    We're excited to announce The San Francisco Marathon have (pending community voting approval) agreed to sign DASH as Title Sponsor and 'Official Payment Partner' for the 2018 event this July 29.

    We propose an experiential platform to claim an ownable space in the consumer's mind; a first-mover opportunity to define the core of the DASH brand and meaning.

    In a 1-to-3 year business strategy, DASH will become the de facto sponsor of the world's MOMENTUM SPORTS, aligning itself on a human scale with events that showcase the human experience and emotions: the preparation, the commitment, the celebration.


    [​IMG]


    The San Francisco Marathon is the premier west coast marathon. Recently celebrating 40 years, TSFM is at the leading edge of innovation and fully committed to a 'technology marathon.'



    A significant opportunity for DASH awareness and adoption with a profile-raising headline:


    [​IMG]


    A globally watched event showcasing a commitment to DASH core values to an audience of Silicon Valley and tech influencers.


    [​IMG]


    Unveiling of the Tharp & Clark design on a global stage. Pre-race and onsite branding with significant B2C reach.


    [​IMG]


    Guaranteed live TV coverage from CBS affiliate KPIX 5, the 2018 official media partner.


    [​IMG]


    An unique opportunity for Core Team to informally meet the top 200 technology influencers as our VIP guests.


    [​IMG]


    A targeted merchant outreach campaign will run in advance of, and in proximity to, specific experiences that connect the brand/transactions to potential users.


    [​IMG]


    World-class photography will capture the training and race experience for local OOH and online marketing.


    [​IMG]


    A phased roll-out program will build awareness over 3 months towards marathon day.


    [​IMG]


    People don't remember marketing, they remember experiences. Group experiences. 'Momentum Sports' like marathons require the least advertising. They are advertisements.


    [​IMG]


    The platform we propose is simple, direct, and organic to the brand; further, it comes with a road map for success:

    What Red Bull built in the extreme sports space, DASH will build with MOMENTUM SPORTS.



    Legal
    These are early days in the adoption of crypto. Earlier still in marketing them. There is potential legal jeopardy we must be mindful of to protect the nascent brand. Until SEC issues further guidelines on marketing, wise counsel suggests investing in a less direct approach of event sponsorship.


    About Us
    Household Name® is a Brooklyn-based advertising, social media, and experiential communications company with a focus on crypto. We look for synergies that combine directed outrageousness with pressure-tested analysis.

    We field a team of 20+ year industry veterans of the top US agencies with extensive retail banking experience on Mastercard 'Priceless', Citibank, and BNY Mellon.

    An ideas company to our core, we generate original concepts and strategies that connect ideas with brands, and brands with people.

    This summer, you could be watching (or running) 'The DASH San Francisco Marathon.' Please up-vote/share to make it a reality. Together we can push DASH ahead of the crypto pack!

    We look forward to your comments and suggestions.

    Thank you for your consideration.

    Team Household Name®

    Adrian Saker | Founder & Creative Director | Household Name | Brooklyn NYC
     
    #1 Household Name®, Feb 5, 2018
    Last edited: Sep 1, 2018
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  2. Miner237

    Miner237 Well-known Member
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    Good start what are the projected costs associated with such sponsorship?
     
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  3. Household Name®

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    Hello, and thanks for getting back to us!

    In defining your business challenge, we propose a growth strategy toward merchant/consumer adoption.

    Disruptive technologies demand disruptive marketing; language and ideas that reframe and pivot the world into which this new brand is entering.

    A 'MOMENTUM SPORTS' platform presents an opportunity to raise your profile while combining (1.) a technology showcase (DASH transactions) and (2.) broad B2C reach (adoption).


    Benefits / ROI

    • Newsworthiness: "The first cryptocurrency to sponsor a major sporting event"
    • Globally watched event with branding and significant B2C reach
    • Opportunity to engage DASH community as runners/supporters
    • Showcase a commitment to DASH core values
    • Pre-race and onsite branding/communications
    • Unveil Ogilvy or Tharp & Clark design on a global stage
    • DASH logo/payment button on TSFM website
    • Opportunities to forge long-term strategic partnerships among co-sponsors
    • Primary audience: merchants/consumers
    • Secondary: cryptoverse, traders, devs, institutional investors

    Sponsorship Fees
    Title Sponsor and 'Official Payment Partner' investment for a proposed 1-year deal is $1.5 - 2M, depending on level of deliverables.

    For comparison, Tata Consultancy Services signed a 8-year deal in 2013 as 'Presenting Sponsor' for the NYC Marathon for an estimated $100M. (TCS also sponsor the Boston and Chicago marathons).


    Compensation
    Unique among marketing agencies Household Name® accept compensation in coins/tokens, not fiat. As DASH hodlers we fully believe in crypto/blockchain and have skin in the game!

    To project manage and deliver on the proposal, our fee is 10% of the overall sponsorship marketing budget.


    Next Steps
    We will incorporate community suggestions into the pre-proposal thru March 30. On April 1 we will post to Dash Central. If the majority vote 'Yes' we will prepare a legally binding contract with TSFM, plus a letter of engagement and move forward with implementation on your behalf.

    We operate our business in a spirit of openness and our findings would be fully transparent.

    We are happy to partner with Tharp & Clark to incorporate their new brand identity across all sponsorship platforms.

    We believe owning MOMENTUM SPORTS is a defining opportunity for DASH. We'd love to help travel with you on this journey.

    Thank you.

    Team Household Name®

    Adrian Saker | Founder & Creative Director | Household Name | Brooklyn NYC
     
    #3 Household Name®, Feb 6, 2018
    Last edited: Jul 30, 2018
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  4. GrandMasterDash

    GrandMasterDash Well-known Member
    Masternode Owner/Operator

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    Just to clear, you'll not be promoting other blockchain tech / ICOs at the same time?
     
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  5. Household Name®

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    Hi GrandMasterDash,

    Thanks for reading our proposal.

    We'd be happy to sign an exclusivity agreement that avoids any direct conflicts of interest if contracted.

    Also an NDA is standard practice.

    Adrian

    Adrian Saker | Founder & Creative Director | Household Name | Brooklyn NYC
     
    #5 Household Name®, Feb 6, 2018
    Last edited: Mar 20, 2018
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  6. Critical Input

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    Thanks for the pre-proposal.
    Could this sponsorship include a payments using Dash (with a discount involved). This might include paying for the NYC Marathon entry fee (for example).
    After all........payments.
     
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  7. Ezio Rojas

    Ezio Rojas Member

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    Dash Address:
    XduAwFDoAm8rvtJfrXtqaUZwtGKmzAgCbE
    I really liked the precaution you are taking from the legal area.
    Certainly at this time there is a legal uncertainty in the United States about cryptocurrencies but I believe that if you are taking enough precaution, you will not have problems.
    And I think that a marathon is very related with Dash;)
     
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  8. Household Name®

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    (Edit: Now proposed as SF Marathon sponsorship).

    Yes, absolutely we see this is a payment technology showcase leading to wider real-world adoption.

    TSFM (a merchant) have agreed to incorporate a 'Pay with DASH' button on their home page. We will discuss a discount incentive with them.

    Thanks for liking/commenting!

    Proposal also posted to Reddit:

    https://www.reddit.com/r/dashpay/comments/7vyut3/preproposal_dash_sponsors_the_nyc_marathon/
     
    #8 Household Name®, Feb 8, 2018
    Last edited: Mar 25, 2018
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  9. Household Name®

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    Thank you Ezio.

    "Legal uncertainty" is exactly correct. There's a balance to be found in the language/claims without raising any red flags. In this we have partnered with counsel https://masur.com/ who have wide experience in crypto.

    Implicit in DASH's very existence is decentralized anti-authoritarianism. But as cryptocurrencies mature into consumer-facing brands, they must embrace messaging that tempers their hacker/anti-establishment roots on the path to mass adoption. (In this, financial services brands must be especially sensitive).

    SEC Chairman Jay Clayton: "I want to go back to separating ICOs and cryptocurrencies. ICOs that are securities offerings, we should regulate them like we regulate securities offerings. End of story."

    Even though we are not in ICO phase, we still propose a conservative approach (sponsorship) at this early stage of the brand's lifecycle.
     
    #9 Household Name®, Feb 8, 2018
    Last edited: Mar 19, 2018
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  10. Argon31

    Argon31 Member

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    This discussion is pointless without a budget.

    Whether you are asking for 50-100 Dash or more will determine how useful this project is.

    Also, asking for 20% budget for admin expenses is a going to get this proposal shot down..
     
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  11. Household Name®

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    (Note: Original post edited per Argon's comment).

    Hi Argon––

    Let us not underestimate the huge opportunity here to sign DASH as 'Official Payment Partner' of the San Francisco marathon. This is a gateway to merchant adoption. Plus invaluable face-time for Core Team with Silicon Valley influencers.

    We have been in extended negotiations with TSFM refining this proposal. You'll see there are numerous line items to be sourced and delivered over a 3 month period, hence the 10% (reduced) fee for labor.

    Thank you.

    Adrian

    Adrian Saker | Founder & Creative Director | Household Name | Brooklyn NYC
     
    #11 Household Name®, Mar 18, 2018
    Last edited: Jul 30, 2018
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  12. AlejandroE

    AlejandroE Active Member

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    Hello guys, thanks for bringing this proposal, but you should post here the budget and the fee for the advertising campaign. Also I would recommend to use escrow service.
     
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  13. yoshimi ozu

    yoshimi ozu New Member

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    Did this say $100mm USD?
     
  14. Arthyron

    Arthyron Moderator
    Moderator

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    According to the slide, the ask is $1-2 Million in Dash Equivalent, so most of our budget. It sounds like a great opportunity with huge exposure, very thorough branding and coverage on all platforms, no doubt. I'm not just not certain the way the current market value(s) have been, and with all the other projects we have going, that it's really within our budget at the moment. If the Cryptocurrency market sees a big upturn, then this could be something we might pursue, but that's basically unpredictable. Given that this is a time-sensitive opportunity, we might be better served pursuing opportunities like this later on when the market recovers and we have more weight to throw around, maybe next year depending?
     
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  15. Household Name®

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    Hi Alejandro––

    We were in conversation with the NYC marathon who also expressed an interest, however we now feel the Silicon Valley audience is a better fit and opportunity for DASH.

    We reached out to Green Candle about escrow and they are currently reviewing our proposal.

    Thank you for the advice!
     
    #15 Household Name®, Mar 19, 2018
    Last edited: Jul 30, 2018
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  16. Household Name®

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    Hi Arthyron––

    We have been negotiating this project for many weeks with TSFM and they are excited by the prospect of DASH as title sponsor and 2018 being a 'technology marathon.'

    Without doubt $1.5 - 2M is no small expenditure, however they have agreed to payment tranches over 3 consecutive months. This is no small concession on their part.

    But let's consider the macro view and what DASH would get for this:

    - 4 million TV viewers watching the hours-long race live with the DASH logo on every runner's shirt.

    - a $500k local media buy advertising the race. This sum is effectively a take-over of the San Francisco transit system.

    - Our contacts at TSFM have Silicon Valley influencers on speed-dial and will facilitate introductions to the VIP pre/post race restaurant full buyout. This is in our view the most important opportunity of them all. Consider if just one deal is signed.

    - Real-world merchant adoption in a highly targeted ground game.​

    We're all aware of the current market; DASH needs a headline-grabbing story, one that builds a beachhead in the most tech-savvy city in America.

    We sense this is a critical year for crypto. There will be winners and losers. The opportunity for DASH to seize a leadership position is upon us.
     
    #16 Household Name®, Mar 19, 2018
    Last edited: Mar 25, 2018
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  17. Household Name®

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    Hi Yoshimi,

    Tata Consultancy Services paid an estimated $100M for an 8-year deal for 'presenting sponsor' of the NYC Marathon. (That's $12.5M / year).

    http://www.nytimes.com/2013/10/03/sports/tcs-to-replace-ing-as-marathons-title-sponsor.html
    http://www.espn.com/new-york/story/...services-new-nyc-marathon-sponsor-8-year-deal
    https://www.tcsnycmarathon.org/

    Naming rights and partnership in 'The DASH San Francisco Marathon' as 'Official Payment Partner' is a $1.5M - $2M investment, depending on level of deliverables.
     
    #17 Household Name®, Mar 19, 2018
    Last edited: Mar 25, 2018
  18. Unstoppable

    Unstoppable Member

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    Yes from me. This is big. I wouldn't shed any tears if this pushed out other bloated proposals such as Ben Swann's.
     
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  19. Household Name®

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    Hi Unstoppable––

    Big indeed. The offer is on the table, and only one crypto can be the first to own it.

    If perception is reality, then Title Sponsorship places DASH in a hierarchy of blue chip brands above Capital One, Air France and Lyft.

    http://www.thesfmarathon.com/partners/

    Thank you for the support.
     
    #19 Household Name®, Mar 19, 2018
    Last edited: Mar 20, 2018
  20. yoshimi ozu

    yoshimi ozu New Member

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    Thank you for context, though that doesn't mean that Tata Consultancy Services made any ROI from their investment, or that Dash should follow suit just how they did (this proposal doesn't mention an 8 year exclusive deal or even "presenting sponsor" -- just "official payment partner" so that is comparing apples and oranges.)

    Also, you mention the NDA here, but technically even mentioning an NDA would be a breach of an NDA, right? Or what is the point of bringing that up is one of many questions...?
     
  21. Household Name®

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    Hi Yoshimi––

    Prior to sponsoring the New York City Marathon, Tata Consultancy Services was an unknown entity here in the US, with limited brand name recognition among the general public. In this, DASH has a similar marketing challenge.

    The San Francisco Marathon has offered DASH title sponsorship so yes, we are both 'Presenting Sponsor' and 'Official Payment Partner' with exclusive naming rights.

    Official Payment Partner has significant value––it presents DASH as an accredited payment gateway with a 'seal of approval' from TSFM.

    We will sign an NDA to protect any DASH intellectual property.

    Thank you.
     
    #21 Household Name®, Mar 20, 2018
    Last edited: Mar 20, 2018
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  22. AlejandroE

    AlejandroE Active Member

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    This seems very interesting. Could you please tell us more details about it? Who are the influencers, how is it going to be that face-time, etc.

    Thanks in advance!!
     
  23. Household Name®

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    Hi again Alejandro––

    On a public forum such as this, TSFM are unable to divulge individual runner's names, but many SV companies field teams year-on-year. We understand Google currently has a large team in training.

    Erin Nantell, TSFM Director of Strategic Partnerships will sign up to this Forum today to field these type of questions and add more context.

    We propose a small group of Dash Core DAO Management fly in to attend the Race Expo as lead exhibitors (July 27/28), and Marathon Day sponsors (July 29) to commence the race with the traditional SF tram bell ringing. (A budget line item will include travel/accommodation included in Title Sponsor fee).

    The Expo is an opportunity to connect with every runner (all 27,500 must attend to collect runner bib/RFID tags), and to engage 30,000 supporters/visitors/invited merchants. (Exhibit platform, all branding, DASH ATM rental, and booth space are included in Title sponsor fee).


    [​IMG]


    TSFM will send tailored invitations to a select group of C-level / D-level runners to be DASH guests on race day. RFID-integrated VIP passes with name/company/title will allow guests access to the restaurant where we'll offer bag check/VIP bathrooms/warm-up sport massage/security detail. (We might consider a Lyft co-partnership with their DASH-accepting vehicles offering discounted/comp rides to race).

    Already negotiated is first refusal on a complete buyout of Waterbar located on The Embarcadero waterfront just steps away from the start/finish line. The kitchens will open at 4am to serve complimentary refreshments/light breakfast. The race starts at 5:30am. Runners will be welcomed back after the race between 9am - 1pm for our DASH champagne celebration brunch. (Capacity: 180 people seated / 300 people standing).

    Here is where TSFM will make introductions between Dash Management and our guests. We would hope the informal nature of the brunch would facilitate connections with Silicon Valley / tech influencers leading to deals and agreements.

    A photo op DASH branded step-and-repeat would be placed on the second floor balcony for shots of runners holding their newly-minted DASH Marathon medals beneath sweeping views of the Bay Bridge.

    Waterbar will accept DASH payments in the run-up to the race as a clause in the deal. DASH branding will be hung inside/outside the restaurant, and demo iPads available. (Buyout fee of $50,000 for 4am - 3pm includes food and beverage/gratuity/sales tax and is included in Title Sponsor fee).

    This is a broad outline. We welcome any suggestions and comments.


    [​IMG]
    [​IMG]
    [​IMG]
     
    #23 Household Name®, Mar 22, 2018
    Last edited: Mar 23, 2018
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  24. Household Name®

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    Alejandro––

    Specifically, the total media buy for pre-race marketing is $500k. (This is included in Title Sponsorship fee).

    This sum includes a branded take-over of two major Muni Metro station hubs (Powell Street + one other). Also heavy penetration on bus sides / shelters throughout the SF transit system.

    We further propose spreading % of the budget to include bus side ads on Santa Clara Valley Transportation running services throughout Silicon Valley. http://www.vta.org/realestate/advertising


    [​IMG]


    Renowned adventure photographer Christopher Wilson has, budget providing, agreed to create advertising imagery/film for the project.

    https://www.christopherwilsonphotography.com/home

    We are currently drawing up an estimate to include:
    • Shot list - 3-5 images of DASH runners in pre-race training to be used on bus sides / shelters
    • Video - drone team will film runners in pre-race training on Muir Beach, Sequoia Woods, Lombard Street etc. Scope/script/storyboard TBD.
    • Usage - Media/term/territory for images & video
    • Marathon Day access - post-race portrait set-up stations/aerial permission/clearance/releases
    • Runner's compensation & releases
    • Security, opportunities & limitations
    • Video edit/mix/finish
    • Travel & lodging
    Video will be used as online content and as a mini-doc recording DASH promotion of TSFM for future marketing.

    We will need some time to collect costs but hope to provide a ballpark bid soon.
     
    #24 Household Name®, Mar 22, 2018
    Last edited: Mar 23, 2018
  25. Household Name®

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    To the DASH Community––

    We have agreed engagement with Green Candle as escrow intermediary between DASH Treasury and The San Francisco Marathon.

    'Green Candle protects the network by helping keep the proposal owners accountable to the network by making sure each proposal owner accomplishes each agreed deliverable prior to receiving the payouts for it’s proposal. This allows the network to enter into longer and higher valued proposals without increasing their risk of non-delivery.'

    https://greencandle.io/

    The San Francisco Marathon is a confirmed event to be run on Sunday, July 29.

    http://www.thesfmarathon.com/the-races/full-marathon/


    [​IMG]
     
    #25 Household Name®, Mar 22, 2018
    Last edited: Mar 23, 2018
  26. Argon31

    Argon31 Member

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    My opinion: Asking for 1200dash on this incredibly ineffective marketing method will kill the treasury budget.
     
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  27. Household Name®

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    Hi Argon––

    We take every opinion as an opportunity to pressure test our ideas, and we've asked ourselves the same question.

    Digging deep into DASH brand DNA we arrived at MOMENTUM SPORTS as a fertile and, as yet, unowned opportunity space in crypto.

    It's not our place to critique other proposals in a public forum (we're new around here), but it seems many valiant beginnings fall by the wayside and fail to deliver on promised goals.

    He's what's beyond dispute:

    - The San Francisco Marathon is going to happen on July 29.
    - 60,000+ supporters will cheer from the sidelines.
    - KPIX 5 is going to cover it live for 4 million viewers.
    - The Expo will be attended by 27,500 runners and 30,000 visitors.
    - San Francisco will be wall-to-wall with marathon advertising.
    - TSFM (a merchant) is willing to accept a cryptocurrency as registration payment.
    - Subordinate sponsors will be Air France, Capital One and Lyft.
    - Thousands of employees in Fortune 50 tech companies will be running.
    - Every high-profile runner will have the Title Sponsor's logo on their shirt.

    This proposal may well push out others, for that we apologize, but that is the nature of an open voting system.

    We posit the sum we are asking for will deliver on both awareness and adoption.

    I hope we can turn you into a supporter!

    Adrian
     
    #27 Household Name®, Mar 22, 2018
    Last edited: Mar 23, 2018
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  28. Argon31

    Argon31 Member

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    I know you dont care, but we do.

    Submitting a proposal more than 1200 dash for a sponsorship will be voted down by a 200 vote margin.
     
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  29. greencandle_jeremy

    greencandle_jeremy New Member

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    I can confirm that Green Candle has been in contact with Adrian and agreed to provide escrow services for this project.

    For the record, the Great American Pilgrimage project was funded with 2000 Dash in a single payment, so there is precedent for larger expenditures on sponsorship deals.
     
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  30. Argon31

    Argon31 Member

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    @greencandle_jeremy Do you think the treasury will payout 2000 dash in the current climate?
    Being naive.
     
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