Develop Sponsorship Packages & Pursue Active Partnership Leads
Research shows that the vast majority of sport organizations spend too much time on administration and reporting and not nearly enough time on revenue generation and sponsorship. Yet the latter two objectives are identified as top priorities for these same organizations. The SLSG can assist organizations that wish to shift their resource allocation towards sponsorship revenue generation by developing a realistic strategy and the package required to make a successful sponsorship pitch. Jason Robinson is the SLSG’s lead sponsorship consultant, having served as a Marketing Director for various amateur sport organizations and events, responsible for the acquisition of successful value-add partnerships and new revenue generation.
A sponsorship strategy does not have to be complicated, but it is very important. An organization should explore its revenue generation goals, which include much more than just monetary gains. It should also identify how sponsorship is aligned with its corporate values, and then uncover the sellable properties that help to match its goals and its values. We can work with your organization to create this alignment, conduct a SWOT analysis to identify the challenges and opportunities in acquiring sponsorship, and provide key objectives and recommendations to move forward. The sponsorship strategy should include an assessment and valuation of your properties and will culminate in a sponsorship package that is your tangible pitch to prospective partners.
Most organizations have some form of a sponsorship package, also known as or including a sponsorship deck, which is a document that is presented to prospective partners and outlines the various forms of partnership available. The deck is the front-end visual of the properties you have to offer, how each property is distinguished and unique, and how they align with a partner’s goals. Packages can come in many forms and length, but they must provide a visual impression, contain key elements, and communicate the return on investment (ROI) to a sponsorship prospect.
The key in building a sponsorship package is to balance the important information that you want to convey without confusing, challenging, or boring a potential partner. A package can also, and should, vary depending on who the potential partner is and your level of understanding and comfort with each other. Therefore, our goal is to help you develop a general package that allows you to communicate the key qualitative and quantitative elements, but that also further allows you to customize that package based on research and any dialogue with a potential partner. Every sponsorship package should be unique in that it reflects your sport, your organization, and the value that you provide.
Pursue Active Sponsorship Leads
In addition to sponsorship package development, property identification and valuation, and strategic sponsorship planning, we can also help you deliver your pitch to a prospective partner. Sport organizations are responsible for acquiring their own leads or expressions of interest, but if you are seeking a partnership consultant to take the reigns and deliver a professional proposal on your behalf, we welcome you to contact us.
How We Can Help
We can help your organization avoid the common mistakes made with sponsorship acquisition and help you with the following:
- Effectively communicate ROI to a prospective partner by focusing on the property benefits, valuation, and the needs of the partner
- Provide detailed activation elements to show how you will engage the partner with its desired target audience, versus vague property details and a lack of measurable properties
- Take a customized, a la carte approach to sponsorship by presenting your properties like a menu, versus a series of rigid levels that don’t fully align with a partner’s goals
- Communicate a flexible partnership, an understanding of a partner’s goals, and the unique attributes of your sport that will help maximize sponsorship potential
The SLSG can further assist your organization in properly valuing your properties, making the pitch to a prospective partner, and building partnership agreements that protect your investment.
The following writings on our website contain additional information related to this topic: