Sports & Entertainment Marketing II 1.15 Manage promotional activities to maximize return on promotional investments

Sponsorship Proposal A sponsorship proposal is a suggested marketing exchange with benefits for both the sponsor and event/sport. The sponsor benefits by being able to be associated with the sport or event. The event/sport benefits by receiving funding and/or product

Formal Sponsorship Proposal Shows the professionalism of event organizers Serves as the basis for discussion among corporate decision makers Is a way to market the event for sponsorship

Components of Proposal Should address sponsorship objectives: How will the sponsorship benefit the corporation being queried? For maximum results, the proposal should show maximum benefit to the sponsor’s institutional goals and objectives.

Sponsorship Objectives Increase product awareness – this results in increased sales of sponsor’s products/services Stamp out competing advertisers – sponsorship may guarantee that only the sponsor is free to advertise during the event Reaching new target markets – should match the demographics of the target audience with products or services the sponsor generates.

Sponsorship Budgets Without money, the most meaningful objectives will never be met. If the objectives are considered sound, managers will find a way to allocate funds to the sponsorship.

Effective Proposals What is the benefit to the sponsor? Should answer these questions: What is the benefit to the sponsor? Build brand awareness Generate sales leads Build corporate image

2. Who is the audience in attendance? Match-up hypothesis: Demonstrate that audience demographics are favorable to the sponsor Generate a list of audience demographics to demonstrate to the sponsor that the audience is receptive to their goods/services

3. Why will the audience come to the event? Have a marketing plan Demonstrate how crowd will be drawn in to the event Show media plan: number of ads, types of ads, social media

4. How will sponsorship target the audience? Show how sponsor’s brand will be used: T-shirts Banners Signage Program of events

5. What are the credentials of the organizer? Show sponsor that the event will be executed as planned List relevant event executives & their experience Show successes of previous events Identify previous sponsors Include numbers of attendees at previous events

6. Who are the other sponsors? Avoid having competitor as co-sponsor Show how other sponsors to not detract from this sponsor 7. What is the cost? Last item on proposal Cost-benefit analysis: Use previous events to show how sponsorship increased sales/raised brand awareness/generated positive publicity.

Effective Sponsorships also… Identify the competition Show how similar events have helped sponsors Show how competition is marketing their event and how yours is better Generate ideas to help the sponsor Innovative ways to maximize benefits per dollar spent Special activities to promote sponsor’s brand Souvenir sales with sponsor’s brand

Effective Sponsorships also… Market your event Include package of images from previous events Include testimonials from other sponsors Include PR and news clippings showing success Focus on benefits to sponsor, not on image of event Sponsorship decisions are based on numbers, not on “feeling good” about the event Demonstrate how sponsorship will solve problems for the sponsor

Basic Rules for Writing a Sponsorship Proposal Give yourself plenty of lead time Keep proposal to one or two pages Demonstrate benefits to sponsor Demonstrate return on investment State contract length and costs to sponsor Find out to whom the proposal should be addressed and their title Find out the company’s sponsorship criteria Type your proposal, layout professionally Be accurate and precise with your information Make an appointment to “sell” your proposal in person Be prepared when making your presentation. Sell the sponsorship!