Seeking Sponsorship
Jan 11, 2016
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.