SPORTS & ENTERTAINMENT MARKETING II

1.15 Manage promotional activities to maximize return on promotional investments

Sponsorship Proposal

A sponsorship proposal is a suggested marketing exchange with benefits for both the sponsor and event/sport.

The sponsor benefits by being able to be associated with the sport or event.

The event/sport benefits by receiving funding and/or product

Formal Sponsorship Proposal

Shows the professionalism of event organizers

Serves as the basis for discussion among corporate decision makers

Is a way to market the event for sponsorship

Components of Proposal

Should address sponsorship objectives:

How will the sponsorship benefit the corporation being queried?

For maximum results, the proposal should show maximum benefit to the sponsor’s institutional goals and objectives.

Sponsorship Objectives

Increase product awareness – this results in increased sales of sponsor’s products/services

Stamp out competing advertisers – sponsorship may guarantee that only the sponsor is free to advertise during the event

Reaching new target markets – should match the demographics of the target audience with products or services the sponsor generates.

Sponsorship Budgets

Without money, the most meaningful objectives will never be met.

If the objectives are considered sound, managers will find a way to allocate funds to the sponsorship.

Effective Proposals

1. What is the benefit to the sponsor?i. Build brand awarenessii. Generate sales leadsiii. Build corporate image

Should answer these questions:

2. Who is the audience in attendance?i. Match-up hypothesis: Demonstrate

that audience demographics are favorable to the sponsor

ii. Generate a list of audience demographics to demonstrate to the sponsor that the audience is receptive to their goods/services

3. Why will the audience come to the event?

i. Have a marketing plan

ii. Demonstrate how crowd will be drawn in to the event

iii. Show media plan: number of ads, types of ads, social media

4. How will sponsorship target the audience?

i. Show how sponsor’s brand will be used:

I. T-shirtsII. BannersIII. SignageIV. Program of events

5. What are the credentials of the organizer?i. Show sponsor that the event will be

executed as plannedii. List relevant event executives & their

experienceiii. Show successes of previous eventsiv. Identify previous sponsorsv. Include numbers of attendees at

previous events

6. Who are the other sponsors?i. Avoid having competitor as co-sponsorii. Show how other sponsors to not detract

from this sponsor

7. What is the cost?i. Last item on proposalii. Cost-benefit analysis: Use previous

events to show how sponsorship increased sales/raised brand awareness/generated positive publicity.

Effective Sponsorships also…

Identify the competition• Show how similar events have helped sponsors• Show how competition is marketing their event

and how yours is better

Generate ideas to help the sponsor• Innovative ways to maximize benefits per dollar

spent• Special activities to promote sponsor’s brand• Souvenir sales with sponsor’s brand

Effective Sponsorships also…

Market your event• Include package of images from previous events• Include testimonials from other sponsors• Include PR and news clippings showing success

Focus on benefits to sponsor, not on image of event• Sponsorship decisions are based on numbers, not

on “feeling good” about the event• Demonstrate how sponsorship will solve problems

for the sponsor

Basic Rules for Writing a Sponsorship Proposal

• Give yourself plenty of lead time• Keep proposal to one or two pages• Demonstrate benefits to sponsor• Demonstrate return on investment• State contract length and costs to sponsor• Find out to whom the proposal should be addressed and their title• Find out the company’s sponsorship criteria• Type your proposal, layout professionally• Be accurate and precise with your information• Make an appointment to “sell” your proposal in person• Be prepared when making your presentation. Sell the sponsorship!