Sponsorship Fundamentals

SPONSORSHIP FUNDAMENTALS
A Sponsorship Overview
Who sponsors sport?

OVERVIEW
PART A. UNDERSTANDING SPONSORSHIP
PART B. SELECTING THE RIGHT SPONSOR
PART C. MANAGEMENT & LEVERAGE
PART D. MEASURING SUCCESS

A.1. Giving Sponsorship a Meaning
A.1.a. Definition
A.1.b. Sponsorship is persuasion

A.2. The Meaning of our Sport Organisation
A.2.a. Current plans
A.2.b. Place in sport
A.2.c. Place in community
A.2.d. Place in media
A.2.e. Place in market

A.2. The Meaning of Our Sport Organisation (cont.)
A.2.f. Values
A.2.g. Strengths and weaknesses
A.2.h. Potential
A.2.i. Our Research Information

A.3. The Context of Potential Sponsorship
A.3.a. Current marketing policy
A.3.b. Previous sponsorship agreements
A.3.c. Audience and market
A.3.d. Mutual benefits

B.1. Selecting a Potential Sponsor
B.1.a. Mutual “fit”
B.1.b. Benefits to each
B.1.c. Marketing a non-sport product using sport?
B.1.d. Identifying potential sponsors

B.1. Selecting a Potential Sponsor (cont.)
B.1.e. Matching target markets
B.1.f. Geographics and demographics
B.1.g. Present & potential linkages
B.1.h. Sponsorship or other exposure?

B.2 The Sponsorship Proposal
B.2.a. Approaching potential sponsors
B.2.b. Constructing a sponsorship plan
B.2.c. Packaging the sponsorship proposal
B.2.d. Advertising-public relations-promotion

B.2. The Sponsorship Proposal (cont.)
B.2.e. Presenting sponsorship proposal
B.2.f. Negotiating
B.2.g. Contract or agreement
B.2.h. Advancing (mutual) best interests

B.2. The Sponsorship Proposal (cont)
B.2.i. Use of the media
B.2.j. Celebrity endorsements
B.2.k. Servicing the sponsor
B.2.l. Servicing the sport

C.1. Monitoring the Sponsorship
C.1.a. Who is the key person?
C.1.b. Obstacles, ambush and challenges
C.1.c. Keeping records

C.1. Monitoring the Sponsorship (cont)
C.1.d. Sponsor and sponsee liaison
C.1.e. Visibility of sponsor
C.1.f. Visibility of sport product

D.1. Measuring the Impact
D.1.a. Evaluation
D.1.b. Debriefings
D.1.c. Futures

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Sponsorship Fundamentals

by Robin McConnell

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