Effective sponsorship

EFFECTIVE

SPONSORSHIP

PROPOSALS

PROPOSAL OVERVIEW IEXAMPLE

1. Cover letter2. Executive summary3. Sport Organisation Details4. Target Market5. Sponsorship/Marketing Plan6. Sponsor’s Benefits7. Budget and Investment

SPONSORSHIP PROPOSAL IIExample

1. Product Identification

2. Product Development

3. Identifying Sport Organisation Target Market

4. Sponsor Characteristics

SPONSORSHIP PROPOSAL II cont.5. Identifying Sponsor Target Market

6. Matching Sport & Sponsor

7. Selling the Product

8. Servicing the Sponsor

CongruenceSport fans identify personally with a sport -

that then creates opportunities to enhance brand loyalty – sponsors tap into this

Is The Purpose Clear?How can a sponsor use this sport to reach

their goals?

How can a sport use the sponsorship to reach its goals?

MEASUREMENT OF SPONSORSHIPEssential

What level is deemed successful for both parties?

What methodology is used to measure the success of each benefit?

MEASUREMENT CAN...Identify areas for improvement in the

sponsorship engagement

Identify areas for improving the sponsorship benefits

Ultimately, increase the value of the sponsorship and generated revenue

MEASUREMENT MODESSales after an event or promotion

Visitors online or at event

Consumer awareness

Media coverage

MORE MEASUREMENT MODESChanges in consumer perceptions

Coupons issued or redeemed

Number of enquiries

Sales

Economic impact

CONSIDER...Points for staff meetings

Checklist

Logbook

Sponsorship project group

Feasibility study

KPIs

Sponsorship manual

Sponsorship Launch

Liaison

Evaluation tools

A B C D SPONSOR SUMMARYAttentive awareness

Brand interest

Consumer action & desire

Direct benefits