Definition Serving the sponsor to enhance the mutual benefit of brand awareness.
Guiding Precepts Follow the sponsorship plan Look for opportunities to expand the sponsor’s returns. Communicate with the sponsor and your sport organisation
SERVICE OBLIGATIONS Deliver the promised benefits Be committed to the sponsorship Work to the best of your ability Protect sponsor rights
SERVICE OBLIGATIONS cont. Promote your sponsor whenever practicable Always give recognition to the sponsor Share promotion ideas with the sponsor Keep your sponsor informed of happenings in your sport organisation
SPONSOR OBLIGATIONS Provide the cash, services, contra Be genuinely committed to the sponsorship Promote and safeguard your interests
SERVICING CHECKLIST 1. Know your contact person 2. Keep records of meetings and decisions 3. Have a copy of the sponsorship agreement 4. Have ‘no surprises’ 5. Involve sponsors in activities
SERVICING CHECKLIST cont. 6. See sponsor involvement as opportunities 7. Prevent (and repair) ‘Ambush Marketing’ 8. Have clear media communication 9. Ensure your members support the sponsors 10. Sponsors should share reflected glory
SERVICING CHECKLIST cont. 11. Acknowledge your sponsor at every opportunity 12. Double-check the marketing agreement is being followed 13. Provide the logo to all media 14. Answer the phone with the sponsor’s name
SERVICING CHECKLIST cont. 15. Ensure your marketing, events, workplace and other persons have the details of the Agreement and electronic copies of the logo and set pieces. 16. Use the local media and monitor them 17. Always wear sponsors’ gear with logos
SERVIcING CHECKLIST CONT. 18. Use everything to publicise sponsor brands – gear, reception area, letterhead, bags... 19. Be professional and be loyal 20. Check signage placement 21. Research brand awareness
Servicing checklist CONT. 22. Use videos as a check for sponsor branding effectiveness 23. Create events and functions that enhance your sport AND the sponsor e.g. Welcome home, special days, testimonial dinner, award nights, family nights. Brief the sponsor. 24. Get that sponsor in view!
SERVICING CHECKLIST cont 25. Seek ways to enhance the sponsorship 26. Foster gender equity 27. Make sure your ‘stars’ know the benefit of having a sponsor 28. Train your stars to communicate
SPORT, SPONSOR & MEDIA Relationship Create opportunities Use personalities Be aware of deadlines Remember media are busy
SPORT, SPONSOR & MEDIA cont Spokesperson Provide media space Write media releases Use the internet and social media Have a media guide
SPORT, SPONSOR & MEDIA Interviews Get your point across Prepare Repeat the theme regularly Be positive and be polite
AMBUSHING THE SPONSOR This is when another marketer associates itself with an image or association with which they have no right to do...”stealing rights they don’t own” Devalues your sponsor Sometimes another marketer takes rights that undercut the ‘real’ sponsor impact
FIGHTING THE AMBUSH The sponsorship plan: plan for ambush! Target audience must know the sponsors Use integrated marketing Know the potential risks Use the term “Official Sponsor”
FIGHTING THE AMBUSH What rights can be assigned to a third party? Legal situation Ensure rights are tied up: tv, signage, advertising in sport materials, legal use of images, sponsorship of individual (or teams) not sponsored by official sponsor Patrol your boundaries!