Sponsorship is an activity that creates a direct association between your organization,what it has to offer, and another organization.There must be benefits for both parties for the sponsorship to work.Sponsors can provide cash, goods and services known as value in kind(VIK) or a combination of these.
Company logo displayed in a club stadium
What do you have to sell?
Sponsorship is only possible if your organization has something to promote to a sponsor and if the benefits of this can be made clear to a sponsor.The following could be benefits that might attract sponsorship, consider each one carefully in terms of value to a sponsor and the cost to yourself and then look for others.
Use of emblem-Can a sponsor use the emblem of your organization or event? You will need to make sure you have the legal right to offer this.
Official sponsor status-Can they be given title of official sponsor?
Exclusivity-Will there be a limited number of sponsors, thereby making it more exclusive? Can they each be assigned an exclusive product category?
Publications-Do you have any publications in which a sponsor can advertise?Can they put their logo in a prominent location?
Television-Can you acquire good advertising rates on television?Do you have any of your own television programs through which they can get exposure?
Athletes-Athletes are always a good benefit to sponsors who like to have them appear at company functions and corporate events.It is good practice to guarantee a certain number of appearances per annum.
VIPs-Do you have access to VIPs and high ranking personalities? Would they host a dinner or appear at certain events organised by your sponsors.
Internet-Do you have your own website?Can you offer sponsors exposure on your website?
Event tickets-Can sponsors have access to purchase tickets to the Olympic games or other events of regional or national significance? Will you provide tickets free of charge?
Hospitality-Do you stage events in your country at which you can offer hospitality?
Other activities-Look carefully at all the activities you run particularly high-profile events, such as Olympic day celebrations.Could any be an opportunity to a sponsor?
The above should provide some ideas from which you can develop a package of benefits and opportunities.This should be developed into a written proposal, outlining each benefit and how it can be used.This proposal then usually forms the basis of a contractual agreement.Need help drafting a proposal?here we have got you covered,reach out and we shall be happy to write for you just the right proposal. Watch out for articles on how to get and retain a sponsor? & how to make a presentation to sponsors?
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Public relations (PR) comprises a number of methods which you can use to communicate messages about the services you offer and the overall image of your organization to stakeholders and other interested members of the community.Public relations are not just about publicity,they are primarily concerned with creating a good image of the organization and ,if necessary, overcoming any negative information.
As part of your marketing activities, you should create a public relations strategy in order to improve or enhance your organization’s image in the eyes of your key stakeholders.The point of public relations is to make the public think favourably about your organization and what it does.It requires two way communication between your organization and your stakeholders in order to understand their behavior and attitude towards you.
A public relations drive
Public relations has three main goals;
To create, maintain and protect the organization’s reputation, enhance it’s prestige and present a favourable image.
To create good will for the organization.
To educate certain audiences about the organization.
Carrying out a public relations campaign
An effective public relations has six steps:
It starts with analysis and research to identify all the relevant aspects of the situation in order to understand stakeholders and the key factors that influence their perceptions of your organization.
An overall policy with respect to the campaign needs to be established in order to develop and subsequently evaluate the campaign.This involves defining goals and desired outcomes as well as the constraints, such as finance, under which the campaign will operate.
Following this, you need to set out PR strategies and tactics.These need to be tailored to specific stakeholder groups.Commonly used public relations tools include online social media,news releases, media conferences, speaking engagements and community service programmes.
The PR campaign is then put in place and communication begins with identified stakeholders.
Following the campaign, you need to seek feedback from the targets of your campaign.How have they reacted to the public relations campaign?Are there some unexpected developments?
In the final step, you should assess the programme and make any necessary adjustments.
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Sponsorship is an activity that creates a direct association between your organization,what it has to offer, and another organization.There must be benefits for both parties for the sponsorship to work.Sponsors can provide cash, goods and services known as value in kind(VIK) or a combination of these.
Company logo displayed in a club stadium
What do you have to sell?
Sponsorship is only possible if your organization has something to promote to a sponsor and if the benefits of this can be made clear to a sponsor.The following could be benefits that might attract sponsorship, consider each one carefully in terms of value to a sponsor and the cost to yourself and then look for others.
Use of emblem-Can a sponsor use the emblem of your organization or event? You will need to make sure you have the legal right to offer this.
Official sponsor status-Can they be given title of official sponsor?
Exclusivity-Will there be a limited number of sponsors, thereby making it more exclusive? Can they each be assigned an exclusive product category?
Publications-Do you have any publications in which a sponsor can advertise?Can they put their logo in a prominent location?
Television-Can you acquire good advertising rates on television?Do you have any of your own television programs through which they can get exposure?
Athletes-Athletes are always a good benefit to sponsors who like to have them appear at company functions and corporate events.It is good practice to guarantee a certain number of appearances per annum.
VIPs-Do you have access to VIPs and high ranking personalities? Would they host a dinner or appear at certain events organised by your sponsors.
Internet-Do you have your own website?Can you offer sponsors exposure on your website?
Event tickets-Can sponsors have access to purchase tickets to the Olympic games or other events of regional or national significance? Will you provide tickets free of charge?
Hospitality-Do you stage events in your country at which you can offer hospitality?
Other activities-Look carefully at all the activities you run particularly high-profile events, such as Olympic day celebrations.Could any be an opportunity to a sponsor?
The above should provide some ideas from which you can develop a package of benefits and opportunities.This should be developed into a written proposal, outlining each benefit and how it can be used.This proposal then usually forms the basis of a contractual agreement.Need help drafting a proposal?here we have got you covered,reach out and we shall be happy to write for you just the right proposal. Watch out for articles on how to get and retain a sponsor? & how to make a presentation to sponsors?
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If you run a sports organization you will will find it likely that you will have to raise funds from a number of sources in order to get all of the resources that you need to run the services and programs that you have to.You should consider all the possibilities that are open to you and then put in place a plan to take advantage of these.
A fundraising activity for an organization
Funds can be raised from:
Membership-Some sports organizations have members who pay fees.Additional revenue can be raised by increasing either the membership fee or the membership base.
Funding agencies-In many countries, sports programs are supported by an an external funding agency such as the government,NOC , schools or national sports federations.It is important that you know exactly what you can expect and what you need to do to increase funds from these organizations.
Fundraising activities-There are many activities that will raise funds for your organization.Explore the activity that is appropriate for your organization and carry it out in the right time.
Grants-One source funds that is often overlooked is that offered by a funding agency.In many countries,the economic situation does not support local fundraising from companies or individuals.It might therefore be worth exploring the options available through international foundations or foreign government funding agencies.
Sponsorship-There are usually sponsorship opportunities for sports organizations.Its always worth exploring what sponsorship opportunities are available for your organization and what criteria as well as guidelines are followed before getting sponsors for an organization.
Licensing-As the owner of certain properties, you can grant to another the right to use the property in conjunction with a product for a limited period.This is only successful if you own the rights to the something that a company might wish to pay for, such as your organization’s emblem or the images of your sport . This is a commercial process and like sponsorship, will require expert help.
Watchout for our subsequent articles,we will present to you each funding source, organizations as well as companies that provide funding, guidelines for selecting an appropriate funding source and application as well as selection criteria for the featured funding sources.
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