How to Get Local Sponsors for Your Region

(And Have Fun Doing It!)

AYSO Marketing & Development

Workshop #504

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Workshop Objectives• Get you started on securing sponsors• Share success from those who’ve done it• Tips on selling & servicing sponsors• Understand the sponsor’s point of view• National Rules & Guidelines

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Let’s Share!

How many here have Region sponsors?

What sponsors do you have?

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1.A specific cash amount?2.Funding for a special project?3.Increased engagement with the community?4.Partners for registration outreach?

What Are Your Region’s Sponsor Goals?

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WARNINGYour basic Region expenses should be covered by

your registration feesWhy?• delivering sponsor benefits takes volunteer time, • sponsor dollars can be unpredictable, • business climate changes, • selling capabilities come and goUse sponsor dollars for ‘extras’

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What Is a sponsorship?

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A Sponsorship Is…A Relationship

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• Business gives cash or product in exchange for the ability to build a relationship with your parents and players.

• It’s a type of advertising program.

• Only very occasionally is it a no-strings donation.

What ‘ROI’ Is A Sponsor Looking For?

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Some Possibilities for a Sponsor’s Return on

Investment...

Increased salesNew customers Develop media/PRCreate positive association

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Let’s Share!

What have been your most successful sponsor activation programs?

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More Activation IdeasSponsor ‘Expo’, vendor alleyName & web address on t-shirts, sweatshirts, uniform sleeveField signage, ‘headquarters’ tentJoint promotional event or activity

Logo/ad on website, newslettersArticles in newsletterCoupons, flyers fields, registrationAd spaceRegistration or clinic at their locationPress release

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You’re Ready to Get Out There! Now What?

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•Find one lead volunteer to manage sponsorships. But many can sell them.

•Start small.

•Develop a list of appropriate local businesses

•Gather testimonials from local businesses you have worked with in the past. They will be your best advertisement!

‘Packaging’

Develop a simple list of sponsor benefit ‘packages’. Start small. Consider $50, $100, $200 and $500.

Package samples:

$50 -- framed team photo for their store (always hand deliver!)

$100, add a team banner, website recognition

$500, add names on Region t-shirts, on-site booth, email.

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Qualities of a great salesperson

Enthusiastic about your RegionSpeaks wellSelf motivatedComfortable asking for money

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The 5-Point Proposal

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1. Brief description of AYSO and history of your AYSO Region

2. Region data – # of families, # of players, geography served, income level

3. List of sponsor benefits4. The specific reason(s)

why/how the opportunity meets the sponsor’s needs/ROI

5. The price (in cash, product, service or a combination)

Keep it short & sweetKeep it short & sweet

Pricing For Major Region Sponsors

No magic formula

Higher impact for a business = higher price

Research what other local programs charge

The more you charge, the more you must deliver

What is your experience?

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Who Would be Good Sponsor for Your Region?

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Typically, it will be local businesses that find the most value in a sponsorship. Here’s a list of businesses to approach:

• Accountants

• Banks

• Fast Food restaurants

• Insurance agents

• Real estate agents

• Supermarkets

• Local corporations

• Local manufacturers

• Beauty salons or spas

• Family restaurants

• Contractors

• Pizza parlors

• Car dealerships

• Local newspapers

• Soft drink bottlers

• Local hotels18

Think Local!

Take Advantage of Registration

A lesson from Region 168, El Cajon, CA:Set up a table to talk to parents about sponsorships

(make a sign, add balloons, sparkle it up!) Many work for (or own!) companies that would be

great sponsorsGive them each a sponsorship flyerChat them up!

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Let’s Share!

What does your Region include in sponsor packages?

Do you have tiers or levels of sponsorship?

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You have a sponsor! Now what?

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National Rules & Guidelines

Finance

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Supply sponsors with AYSO’s tax exempt number : 95-6205398

AYSO is a non-profit, tax exempt corporation registered with the IRS, the Franchise Tax Board and the Registry of Charitable Trust

AYSO is 501 (c) (3) non-profit

Proof of non-profit letter is available in www.AYSO.org/Resources (Finance in menu...Documents)

Sponsors are not allowed to:

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Purchase uniforms, warm-ups, bags or special gifts directly for an individual team Select a team coach or

impact rosters Control Region admin details Favor an individual team

Major National Sponsors:

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National Sponsors & Region Sponsorships

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1. Please support National Sponsors! 2.They fund 12% of the national budget3.There are still plenty of local sponsors available to you4. Honor the AYSO National Rules & Regs concerning uniforms. (Region sponsors only allowed on left sleeve and shorts leg)

How to Keep Happy Sponsors

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•Deliver 110% -- an agreement is just the place to start

•Always go the extra mile

•Make it feel personal

•Quantify, quantify, quantify

Make Sure to Say…

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Bonus: Sponsorship Success = Customer

Service News for Your Families!

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“Customer Service is not a department, it’s an attitude”

Parents are our Customers, Too.

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1.Your sponsorship success = news for parents to know• For the sponsor’s benefit, and• So parents know what you’re

doing for them and how it benefits their AYSO Program

2.Parents deserve the same level of attention to customer service as any sponsor• The same lessons apply!

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