Sponsorship 101
                                           The Process Revealed

                                         ...
European Council (1981)
     • “Sport sponsorship is a mutually advantageous
       relationship between people or organiz...
European Council (1981)
     • “Sport sponsorship is a mutually advantageous
       relationship between people or organiz...
Olkkonen (2001)
     • “I allmähet kan sponsorskapet illustreras som ett
       ösesidigt vägönde affäsföhålande mellan tv...
Olkkonen (2001)
     • “I allmähet kan sponsorskapet illustreras som ett
       ösesidigt vägönde affäsföhålande mellan tv...
Jiffer and Ross (1999)
     • “Sponsorship is a business method for communicating
       and marketing which, in the short...
Jiffer and Ross (1999)
     • “Sponsorship is a business method for communicating
       and marketing which, in the short...
David Ross (2008)
     • “Sponsorship is a mutually advantageous business
       relationship between parties in which the...
Sponsorship Process




        IDENTIFY                      RECRUIT                      EVALUATE                       ...
Who Makes a Good Sponsor?
     • Someone who gives you $$$
     • Someone who gives you product
     • Someone who gives y...
Why Do They Become Sponsors?

      Cornwell and Maignan (1998)                                        Dolphine (2003)
   ...
How Sponsors Evaluate Opportunities




Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registra...
How Sponsors Evaluate Opportunities
                                Communications Objective

          • What do we want ...
How Sponsors Evaluate Opportunities
                                                Target Market

          • What target...
How Sponsors Evaluate Opportunities
                                                             Risk

          • What ar...
How Sponsors Evaluate Opportunities
                                Promotional Opportunities

          • Do any potentia...
How Sponsors Evaluate Opportunities
                                                   Past Record

          • What were ...
How Sponsors Evaluate Opportunities
                                                  Cost/Return

          • Know your m...
Finding a Sponsor
     • Previous Sponsors
     • Personal Network
     • Sport Based Equipment and Supply
     • Trying t...
Sponsorship Fulfillment - Follow Through
     • Ask them – Get specifics
     • Set their (and your) expectations
     • Pro...
Sponsorship Process




        IDENTIFY                      RECRUIT                      EVALUATE                       ...
Sounds like a lot of work?
                                        How am I ever
                                       go...
Sponsorship Article
     • For a more articles on this topic visit:
       http://blog.compete-at.com
                Grea...
References
     •     Cornwell, B. T. & Maignan, I. (1998). An International Review of Sponsorship Research. Journal
     ...
Other References
     •     Amis, J., Slack, T. & Berrett, T. (1999). Sport sponsorship as distinctive competence. Europea...
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Event Sponsorship101

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Great sponsors can make or break a sporting event. They provide the organizers with a host of benefits, such as money, products and services, as well as prestige and other intangibles. But many event producers have only a vague understanding of the nature of sponsorship. By thoroughly absorbing the author’s four-part definition of sponsorship, event organizers are much more likely to attract and keep great sponsors. That definition focuses on creating a mutually advantageous business relationship that brings tangible and measurable results to the sponsor. The key to wooing great sponsors is to focus on the great benefits your event can bring to them.

Published in: Business

Event Sponsorship101

  1. 1. Sponsorship 101 The Process Revealed David Ross CEO Compete-At.com Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  2. 2. European Council (1981) • “Sport sponsorship is a mutually advantageous relationship between people or organizations in which the sponsor provides benefits for the sponsored in exchange for an association with a sport, events, facilities or sport participants.” Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  3. 3. European Council (1981) • “Sport sponsorship is a mutually advantageous relationship between people or organizations in which the sponsor provides benefits for the sponsored in exchange for an association with a sport, events, facilities or sport participants.” Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  4. 4. Olkkonen (2001) • “I allmähet kan sponsorskapet illustreras som ett ösesidigt vägönde affäsföhålande mellan två partier som namnges som sponsorn (vanligt föäetag) och sponsras” • “In general, sponsorship can be illustrated as a mutually beneficial business relationship between two parties being named as sponsor (usually companies) and sponsored. Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  5. 5. Olkkonen (2001) • “I allmähet kan sponsorskapet illustreras som ett ösesidigt vägönde affäsföhålande mellan två partier som namnges som sponsorn (vanligt föäetag) och sponsras” • “In general, sponsorship can be illustrated as a mutually beneficial business relationship between two parties being named as sponsor (usually companies) and sponsored. Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  6. 6. Jiffer and Ross (1999) • “Sponsorship is a business method for communicating and marketing which, in the short and long term, has the aim of contributing to the sponsor’s brand awareness and image, as well as increasing the sponsor’s sales. Sponsorship should benefit all those involved, and lead to a result that can be measured against pre- defined objectives.” Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  7. 7. Jiffer and Ross (1999) • “Sponsorship is a business method for communicating and marketing which, in the short and long term, has the aim of contributing to the sponsor’s brand awareness and image, as well as increasing the sponsor’s sales. Sponsorship should benefit all those involved, and lead to a result that can be measured against pre-defined objectives.” Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  8. 8. David Ross (2008) • “Sponsorship is a mutually advantageous business relationship between parties in which the sponsor provides benefits for the sponsored in exchange for a result that can be measured against pre-defined objectives.” Mutually Business Measurable Pre-defined Advantageous Relationship Results Objectives Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  9. 9. Sponsorship Process IDENTIFY RECRUIT EVALUATE FULFILL Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  10. 10. Who Makes a Good Sponsor? • Someone who gives you $$$ • Someone who gives you product • Someone who gives you services • Someone who adds to the competitor's experience Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  11. 11. Why Do They Become Sponsors? Cornwell and Maignan (1998) Dolphine (2003) • Improving goodwill • Increase brand awareness • Enhancing image • Stimulate sales • Improving profitability • Corporate reputation • Management interest • Alter public perception • Build relationships Jobber (2001) • Improving community relations • Creating promotional opportunities Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  12. 12. How Sponsors Evaluate Opportunities Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  13. 13. How Sponsors Evaluate Opportunities Communications Objective • What do we want to achieve with the sponsorship? • Is our goal awareness or image, improvement in community relations or entertainment opportunities? • Does the personality of the event lay in correlation with the desired Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  14. 14. How Sponsors Evaluate Opportunities Target Market • What target group are we trying to reach? • Does our customer base match the audience within the sponsored event or program? brand image? Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  15. 15. How Sponsors Evaluate Opportunities Risk • What are the associated risks for the sponsor? • Could the event or program attract bad publicity? • How would a termination of the sponsorship affect the image of the sponsor? Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  16. 16. How Sponsors Evaluate Opportunities Promotional Opportunities • Do any potential sales promotions exist? • Are there any publicity opportunities? Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  17. 17. How Sponsors Evaluate Opportunities Past Record • What were the result for previous sponsors of the specific program or activity? • If previous sponsors have withdrawn, what was the reason? Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  18. 18. How Sponsors Evaluate Opportunities Cost/Return • Know your market and the value you bring a sponsor • Have sponsorship opportunities at all levels • Communicate your results and define tangible goals Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  19. 19. Finding a Sponsor • Previous Sponsors • Personal Network • Sport Based Equipment and Supply • Trying to reach your demographics – Rolex, Korbell • Untraditional Sponsors – Don’t turn down the little guy. Make it a habit. • Local ancillary services – Bar, Hotel... • Local Municipalities Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  20. 20. Sponsorship Fulfillment - Follow Through • Ask them – Get specifics • Set their (and your) expectations • Professionalism • Website – Compete-At Website • Tangible / Traceable Results - Show Me the Money • Compete-At - Notifications • Compete-At - Rewards Program • Fulfillment Worksheet Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  21. 21. Sponsorship Process IDENTIFY RECRUIT EVALUATE FULFILL Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  22. 22. Sounds like a lot of work? How am I ever going to get all of this done?! Manage your event efficiently & automate as much as possible Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  23. 23. Sponsorship Article • For a more articles on this topic visit: http://blog.compete-at.com Great sponsors can make or break a sporting event. They provide the organizers with a host of benefits, such as money, products and services, as well as prestige and other intangibles. But many event producers have only a vague understanding of the nature of sponsorship. By thoroughly absorbing the author’s four-part definition of sponsorship, event organizers are much more likely to attract and keep great sponsors. That definition focuses on creating a mutually advantageous business relationship that brings tangible and measurable results to the sponsor. The key to wooing great sponsors is to focus on the great benefits your event can bring to them. Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  24. 24. References • Cornwell, B. T. & Maignan, I. (1998). An International Review of Sponsorship Research. Journal of Advertising, Vol. 27 No. 1 • Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate Communications: An International Journal,Vol. 8 No. 3, pp. 173-186 • Jobber, D. (2001). Principles & Practice of Marketing (3rd Ed.). Berkshire: McGraw-Hill Publishing Company. • Mannberg, M & Muotka,D (2004). Sport Sponsorship. Lulea University of Technology Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
  25. 25. Other References • Amis, J., Slack, T. & Berrett, T. (1999). Sport sponsorship as distinctive competence. European Journal of Marketing, Vol. 33 No. 3/4, pp. 250-272 • Bennett, R. (1999). Sport sponsorship, spectator recall and false consensus. European Journal of Marketing, Vol. 33 No. 3/4, pp.291-313 • Burnett, J., Menon, A. & Smart, D. T. (1993). Sports Marketing: A New Ball Game With New Rules. Journal of Advertising Research,Vol. 33 No. 5, pp. 21-35 • Henning, Niklas. (2004-04-29). Responsible for Sponsoring and Events at Audi Sweden. • Javalgi, R., G., Traylor, M., B., Gross, A., C. & Lampman, E. (1994). Awareness of Sponsorship and Corporate Image: An Empirical Investigation. Journal of Advertising,Vol. 23 No. 4, pp. 47-58 • Kotler, P., Armstrong, G., Saunders, J., & Wong,V. (1999). Principles of Marketing – Second European edition. New Jersey: Prentice Hall Inc. • Martin, J. H., (1996). Is the athlete’s sport important when picking an athlete to endorse a nonsport product?. Journal of Consumer Marketing,Vol. 13 No. 6, pp. 28-43 Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
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