Event Sponsorship 101

25
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software Sponsorship 101 The Process Revealed David Ross CEO Compete-At.com

description

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.

Transcript of Event Sponsorship 101

Page 1: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Sponsorship 101The Process Revealed

David RossCEO Compete-At.com

Page 2: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.”

Page 3: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.”

Page 4: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.

Page 5: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.

Page 6: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.”

Page 7: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.”

Page 8: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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 Advantageous

BusinessRelationship

MeasurableResults

Pre-definedObjectives

Page 9: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

FULFILLEVALUATERECRUITIDENTIFY

Sponsorship Process

Page 10: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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

Page 11: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Why Do They Become Sponsors?

Cornwell and Maignan (1998)• Improving goodwill• Enhancing image • Improving profitability • Management interest

Dolphine (2003)• Increase brand awareness• Stimulate sales• Corporate reputation• Alter public perception• Build relationships

Jobber (2001)• Improving community

relations• Creating promotional

opportunities

Page 12: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

Page 13: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• 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

Communications Objective

Page 14: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• What target group are we trying to reach?

• Does our customer base match the audience within the sponsored event or program? brand image?

Target Market

Page 15: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• 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?

Risk

Page 16: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• Do any potential sales promotions exist?

• Are there any publicity opportunities?

Promotional Opportunities

Page 17: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• What were the result for previous sponsors of the specific program or activity?

• If previous sponsors have withdrawn, what was the reason?

Past Record

Page 18: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

How Sponsors Evaluate Opportunities

• Know your market and the value you bring a sponsor

• Have sponsorship opportunities at all levels

• Communicate your results and define tangible goals

Cost/Return

Page 19: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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

• Local Municipalities – You bring in a lot of $$ into the

Page 20: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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

Page 21: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

FULFILLEVALUATERECRUITIDENTIFY

Sponsorship Process

Page 22: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

Sounds like a lot of work?

Manage your eventefficiently & automate as

much as possible

How am I ever going to get all of

this done?!

Page 23: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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.

Page 24: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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

Page 25: Event Sponsorship 101

Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software

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