Seeking Sponsorship Sponsorship Endorsements LESSON 8 1 What

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Seeking Sponsorship

Seeking Sponsorship

Sponsorship & Endorsements LESSON 8. 1 What is Sponsorship? Sponsorship is not the same

Sponsorship & Endorsements LESSON 8. 1 What is Sponsorship? Sponsorship is not the same as advertising Sponsorships provide a natural partnership between two parties Copyright Sponsorship: A form of marketing in which companies attach their name, brand, or logo to an event for the purpose of achieving future profits © 2011 by Sports Career Consulting, LLC

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Citigroup paying $20 million per year

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Citigroup paying $20 million per year for the naming rights to Mets Stadium in NY Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Major corporations sponsoring NCAA college football

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Major corporations sponsoring NCAA college football bowl games Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Mountain Dew sponsoring the Action Sports

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Mountain Dew sponsoring the Action Sports Tour Copyright © 2011 by Sports Career Consulting, LLC

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Visa spending millions to sponsor the

Sponsorship & Endorsements LESSON 8. 1 Sponsorship Examples Visa spending millions to sponsor the FIFA World Cup Copyright © 2011 by Sports Career Consulting, LLC

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

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

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

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

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.