1. Negotiate Sport/Event Contract
SEM II-2.01
Negotiate Sport/Event Contract

2. Goal of Sport/Event Contract Negotiations
Ultimate goal is gain the sponsorship contract!
Build Trust with the sponsor
Make sure both parties are “winners”

3. Ground Rules for Effective Negotiations
Do your homework
Know your alternatives or BATNA (best alternative to a negotiated agreement) in case the deal does not happen.
Know your counterpart
Know the Standards
Double and Triple Think-anticipate what the other party wants (double) and anticipate what the other party thinks you want (triple).

4. Ground Rules -Con’t.
External listening-actually listen to the other party.
Make an aggressive first offer.
Present multiple, equivalent, simultaneous offers.
But NO more than 3 offers at once!

5. Negotiation Fear Move beyond “positions”
Not be intimidated or intimidating
Own you Power-”position power” never assume because someone has titled position that he/she is the “all power”

6. Factors to Research before Negotiating
Always know the BATNA, in case you aren’t successful.
Trademarks
Merchandising
Company status
Terms of contracts
Past sponsorships

7. Items to be Included in Negotiations
Fee and Payment Schedules
Exclusivity
Lead time
Reach
Brand Positioning
On-site sales
Signage
Product Placement
Ticket Discounts or Premium Tickets
Etc.