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Sponsorship for Athletes OVERVIEW
- 3. SPONSORSHIP IS NOT GETTING FREEBIES! JUST FOR ELITE ATHLETES A DONATION! DIFFICULT TO OBTAIN
- 4. SPONSORSHIP IS AVAILABLE TO ATHLETES OF ALL LEVELS IN ALL SPORTS A BUSINESS RELATIONSHIP GAME CHANGING ABUNDANT!
- 5. COMPANYS SPONSORATHLETES WHY Increased brand awareness and loyalty Increased sales and traffic Community and Public Relations Product testing and development
- 6. BENEFITS SPONSORED ATHLETE OF BEING Covers costs Frees up timeReduces stress Products and Services A THE Participate fully
- 7. BENEFITS SPONSORED ATHLETE OF BEING Career after sport Professional skills and knowledge Communication and Negotiation Network A THE UNEXPECTED Team Audience Credibility More sponsors
- 8. SPONSORSHIPBASED RELATIONSHIP PHASE 1 OBTAIN • Identify • Strategy • Engage PHASE 2 MAINTAIN • Active • Deliver PHASE 3 RETAIN • Review • Feedback • Develop • Gratitude
- 10. TO START HOW
- 17. LINDA, 50+ Accountant & Fitness Enthusiast LOCAL RADIO Topic - Great places to walk in local area LOCAL NEWSPAPER - Article on benefits of staying fit 50+ - Event listing for GO Festival ABC NATIONAL RADIO Topic – Benefits of Staying Fit over 50 WORKING WOMEN MAG Article on running a small business and fitness balance WOMANS DAY Article on life changing decision at 40 GO FESTIVAL Ambassador at booth TOTAL AUDIENCE – 515,000 ALL CONTENT CAN BE CAPTURED AND RESHARED THROUGH SOCIAL MEDIA AS PDF’s, PODCASTS and WEBLINKS Advertise in…. Exhibiting at…. Sponsored by….
- 19. CONSULTANCY RESOURCES • BOOK ‘SPONSORSHIP FOR ATHLETES’ • SEMINARS • PRE-FLIGHT SPONSORSHIP WORKSHOP • TAILORED SPONSORSHIP PROGRAMME AND Please visit our website to find out about our www.thesponsorshipconsultants.com.au
- 20. TAKE ACTIONNOW BOOK A discovery session or Pre-Flight workshop! ENGAGE MEDIA www.sourcebottle.com.au VISION Write down your dreams
Editor's Notes
- Introductions – Tell us your name and sport Quick show of hands: Who is sponsored or has been sponsored? Are there any athletes in the room who think that sponsorship is something they’d like, something that would make it easier to achieve their sporting goals? Who thinks they would benefit from sponsorship but doesn’t think they can get it? 5 minutes
- State: There is an abundance of sponsorship, and it’s my experience and belief that athletes of ALL levels in ALL sports can get awesome sponsorship. ------------------------------------------ Why am I so confident about this? Because: $200,000 worth of sponsorship over the past 3 years, for an athlete who doesn’t even compete Years working with companies who sponsor and speaking to them about what works and doesn’t work for them And in my marketing and proposal writing career I’ve received dozens of sponsorship proposals that just don’t make the grade….. I understand what works, and what doesn’t work, what sponsors are looking for, what sponsors can offer, what athletes need, what athletes can give back to sponsors to encourage those sponsors to invest in them, to give them product, services, money. And I understand that the value of sponsorship to an athlete goes way beyond product, services and money…that it can quite literally be life changing….and set athletes up for their careers during and after sport. I know how you, any of you, can engage valuable sponsorship and get on with participating in your sport to the level you want to. ……………………. In tonights seminar you’re going to get a new perspective on sponsorship. You’ll get a clear understanding of what sponsorship IS, and what it isn’t. I’ll clear up some myths about sponsorship, and I’ll give you the knowledge that you need as an athlete to engage awesome sponsorship, with the RIGHT sponsors, in the RIGHT way. We’ll hear from an athlete who has a great sponsorship success story and can share some valuable insights with you. Then we’ll spend some time looking at some specific strategies and tools you can use in your own sponsorship adventure, and it IS an adventure and finally we’ll have a Q & A session where you can ask any questions you have about sponsorship. -------------------------------------------------------------------- My background and how the sponsorship consultants got started. On Melbourne Cup Day last year, I was sitting in the car next to my boyfriend Rich, about to go and do hill repeats up the Glasgow Track, which for anyone who doesn’t know is a steep rocky 1km track that goes from the base of Mt Dandenong to the top….it was 30 degrees and for obvious reasons I was delaying the inevitable pain! The day before, I’d just secured about $15,000 of funding for Richards next project, after sending a proposal through only a few days earlier. In fact in the past 3 years, we’ve engaged about $170,000 of sponsorship that has allowed us to travel all over the world as Rich runs the worlds longest, most rugged trails around. Rich and I were both feeling pretty chuffed but also not so surprised as we’d used strategy and approached the RIGHT sponsors with a great proposal and heaps of great things to offer them in return for their funding. As we sat there in the car, I had this sudden thought and I said to Rich, ‘Do you reckon other I could help other athletes get sponsorship?”. I think I already knew the answer, but Rich’s response of “Absolutely!” was all I needed to start madly planning how I could share all the knowledge, and tools and strategies that have been so successful for us with other athletes.
- THESE ARE ALL DELIVERED TO A SPONSOR IN THE FORM OF BENEFITS, which the athlete offers BRAND – through media, social media, community activities and of course their sport an athlete can have an incredibly positive effect which can reinforce or even change the sponsor’s image. SALES - The interest in a company can be increased indirectly through promotion and media for the athlete, which by default drives attention to the sponsors. A great example is when an athlete’s promotional video is hosted on the sponsor’s website, alongside an advert for their latest product or an upcoming sale they want to promote. Can also attend conferences and events. COMMUNITY & PR - Athletes of all levels are often the source of inspiration for others, whether it’s someone in your own family or someone from the other side of the world who has connected with you through social media. Companies know this and want to be a part of this. Companies can demonstarte they are socially aware PRODUCT TESTING: What better testimonial for a company to have than an athlete who has tried, tested and can now wholeheartedly endorse their product or service.
- At some stage in their sporting life many athletes find themselves in a catch 22 situation where they are getting more and more active in their sporting activities, but to financially support this they need to work. The time and financial constraints can seriously impinge upon the development of athletes Covers costs of being an athlete Frees up time not having to work so many hours each week which means you can train (and recover!) more, and be able to travel to competitions and events Reduces stress from not having to work so hard and not knowing whether you will be able to afford to attend an important competition, if you’ll have to borrow money from the bank, or family Allows you to use the products and services of your choice rather than opting for a cheaper, inferior option….or as some athletes I know, skipping things like massages and physiotherapy all together because they simply can’t afford it!
- Network – increased opportunities for more sponsorship etc Audience – good for you/good for sponsors Exposure – Sponsors may have media connections and good social media strategies Pro skills / knowledge – By engaging with businesses…you are part of the business world
- Introduce phases – overview Phase 1 – Talk about the RIGHT sponsors – aligned values, no conflicts of interest. Fast food / alcohol companies Phase 2 – ACTIVE IN COMPETITION/EVENTS, SPONSOR BENEFTS, STAY ORGANISED – PLANS Phase 3 – REVIEW, FEEDBACK, MAKE CHANGES, SAY THANKS Discuss each phase detailed Say how each phase into the next and if all goes well you stay mostly in the maintain and retain phases…. Liken it to a football season – Phase 1 –preseason, getting things right planning ahead, goal setting, Phase 2 – Game On! Get out there and do what you said you would do, kick goals, and enjoy the hard work from pretraining Phase 3 – Ok, the grand finals done….time to kick your heels up a bit, high five the team and celebrate. Also time to reflect and take stock…and maybe look at a few drafts for next years season or stick with the same winning team.
- Use now as a time to talk about getting a bit touchy feely…i.e. self confidence, self worth, realising your value as a sponsored athlete……..and let’s get back to basics. Remind them they are contacting individual PEOPLE at companies…yes, it may be a BIG brand, but it’s people that we’re dealing with.
- Starting blocks – stumbling blocks
- Self worth / dream / unlimited
- Just as there is an abundance of sponsorship available for us to receive, so too is there an abundance of ways that we can repay and reward our sponsors. I can tell you that by doing half theses things you will be doing more than most athletes! There’s the obvious stuff….logo placement, links on website, posts on Facebook Think outside the square Motivational talk for staff at lunchtime – great practise for public speaking Coaching plan and training session for staff participating in a sports event i.e. Fun Run Feature sponsor on athlete videos (logo placement/product placement/website link as watermark etc) Attend tradeshows and industry events (good networking) as a brand ambassador and speak to visitors to your sponsors booth Model for product catalogue Test and review products (can be for product development team or for marketing activities) – improved product and Include sponsor information in your athlete newsletter (which you send to all your followers and other sponsors) Arrange for free tickets to a competition or event and offer these to your sponsors Offer to dedicate a specific event to their charity of choice and create a fundraising page OFFER a list of ideas…but ask for what THEY Want SPONSOR BENEFITS BENEFIT YOU TOO Every time we deliver our sponsor a benefit such as TV coverage….guess what, we get that coverage too. We produce so much content anyway such as photos, videos so to share it with our sponsors takes no almost no effort on our part but we are further proving ourselves as a good investment, and should you need to engage more sponsors, you’ve got a great track record of activity and you’ll get great testimonials from your sponsors. A WORD OF ADVICE – DO not offer anything you cannot deliver….we promise sponsors tv etc only if we can guarantee it. SHANE WARNE
- WHO IS THE MAJOR SPONSOR…or who are the main sponsors? Death by logo! No clarity, no clear message, not obvious who the sponsors are, no benefit to anyone.
- Red Bull sponsored athlete Sacha Christian, world champion wakeborder.
- Over the 3 projects Richard has done we’ve engaged media. LOTS of media. In fact our reach is upwards of 10 million people globally…..TV, radio, magazines and newspapers…but not including social media. Thinking outside the square, seeking out and creating opportunities.
- Media drives traffic to Social Media platforms…that’s where sponsors can feature if NOT in media itself.
- Say thankyou! Get creative! Seek feedback Review Identify areas for improvement Identify opportunities Resign contracts Engage new/additional sponsors GRATITUDE
- So since then, I haven’t slept much, but what I am really happy to say is that I’ve developed a range of solutions for athletes seeking all types and values of sponsorship. Just a quick overview before we move into What Sponsorship Is all about…. I’ve gathered a team of experts such as a social media guru, graphic designers, sponsor communications expert, a financial advisor and of course me, and we’ve developed sponsorship programmes which step athletes through the entire process of engaging sponsorship, maintaining it and retaining and developing it over time. The programmes are delivered online and we provide templates, worksheets, instructional videos, and can be self-managed or can be tailored to include one on one workshops, training, content reviews, strategy development and professionally designed proposal documents. We also offer Tailored Proposal Packages for those athletes who already have skills in identifying the right sponsors and maintaining the relationships, but don’t have the time or skills needed to create awesome proposals!