Seeking Sponsorship

What is Sponsorship?

Sponsorship is not the same as advertising

Sponsorships provide a natural partnership between two parties

LESSON 8.1

Sponsorship & Endorsements

Sponsorship:

A form of marketing in which companies attach their name, brand, or logo to an event for the purpose of achieving future profits

Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship ExamplesLESSON 8.1

Sponsorship & Endorsements

Copyright © 2011 by Sports Career Consulting, LLC

Citigroup paying $20 million per year for the naming rights to Mets Stadium in NY

LESSON 8.1

Sponsorship & Endorsements

Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship Examples

Major corporations sponsoring NCAA college football bowl games

LESSON 8.1

Sponsorship & Endorsements

Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship Examples

Mountain Dew sponsoring the Action

Sports Tour

Sponsorship ExamplesLESSON 8.1

Sponsorship & Endorsements

Copyright © 2011 by Sports Career Consulting, LLC

Visa spending millions to sponsor the FIFA World Cup

Sponsorship

• Establish clear and realistic goals of amounts to be raised by sponsorship.

• Be prepared - decision about sponsorship should be made as a group.

• Concentrate on:– “What you can do for the business not what the

business can do for you”.

Sponsorship

• Sponsorship Checklist– How much sponsorship money do you need?– How many sponsors do you want? One main

sponsor or several smaller sponsors?– What are the benefits/gains of sponsoring your

event to the business?– Will their logo be displayed on advertising? If

so, on how many advertisements?

Sponsorship

• Deciding on a Sponsor– Analyse the strengths and weaknesses of each

potential sponsor. – Select ones that have relevance to your event.– Develop tailor made, unique sponsorship

proposals offering specific promotional opportunities to the business you are approaching.

Sponsorship

• Be Flexible and Receptive– Listen to potential sponsors suggestions for your event.

• Think outside the square– Offer sponsor a stand at the event– Distribute sponsors promotional material with tickets– Options for sponsor to give in-kind

• In-kind sponsorship is payment made in the form of goods and services not cash.

• You could offer to display a newspapers logo at the event for providing free advertisements in that newspaper.

• Any sponsorship over $500 should have a signed agreement.