Sponsorship is a significant component of every sports club’s financial structure. From professional leagues to local, grassroots sports, sponsorship can mean the difference between a club’s financial stability and long-term success or financial ruin.
Sports clubs work extremely hard to sign up and keep sponsors, and the purpose of this article is to help sports clubs and volunteers working with sports clubs better understand the importance of sponsorship, where to find it, and what you need to do to get in front of and convert more sponsors.
What does it mean to have your sports team sponsored?
Sponsoring a sporting team has become one of the most common techniques of increasing public exposure of a brand, whether it is a fast-food chain, retail store, or real estate agency.
Are you a business owner interested in learning more about the benefits of sponsoring a sports team or how to maximize the value of your current sponsorships? Simply contact me by clicking HERE
By affixing their brand emblem to a local, real-life group of people, such as an athletic team, a company’s optics shift, making it appear to be a part of “real life” rather than just the world of screen and print media.
A sports organization or team can obtain sponsorship in a variety of ways. They will not only receive additional support from the businesses they advertise, but they will also gain extra resources to help build their club. This may imply having access to equipment that was previously unavailable. Are you scratching your head, trying to think of ways to convince sponsors to support your team?
Who should you give a sponsorship opportunity to?
Begin with your closest family members, friends, and relatives. People are more likely to support your club if they are already active in it in some way.
Someone in the club may operate a small business and be ready to support the event in exchange for more publicity in their community.
There are also several fantastic tools available to sports groups that allow individuals to contribute to sports clubs for various fundraising initiatives, which can then be claimed as tax deductions.
Beyond that, you should introduce yourself to local businesses that you have not yet met. Everyone appreciates the sense of belonging to a close-knit community, which alleviates the competitiveness of the internet marketing environment.
Restaurants, wholesalers, tradespeople, and merchants are examples of local businesses that may be interested in doing business.
If a local business can provide something during your sporting activities, such as food or entertainment, it will boost the quality of your events while also allowing your sponsor to “give samples” – a win-win situation!
When looking for possible sponsors, it is recommended that you look at a company’s previous sponsorship history.
Larger organizations may have more resources, but they may lack the excitement or dedication necessary of a strong sponsor in your group. It may be more difficult to approach them unless you already have a relationship with them, as huge corporations are routinely inundated with requests for sponsorship.
The sweet spot between small and large firms, on the other hand, may be found in local branches of larger organizations, such as a real estate company’s office in your neighborhood.
What should you do to prepare for a sponsorship proposal?
When you’ve located a good candidate for sponsorship, be prepared to address all of their inquiries.
A sponsorship proposal is a commercial proposal. The proposal must be well-presented and brief, with enough information for the firm to understand exactly what is being recommended. It may be good to hire a professional writer to create a phone pitch or proposal document for you.
When writing your proposal, try to be as explicit as possible in your appeal to the needs of the organization you’re addressing. Don’t create a proposal that is “one size fits all.”
Writing a tailored proposal can be difficult; you may have to make assumptions about what the business’s needs are, which is why it’s a good idea to explore ways with your team, or even better, with a marketer. Learn as much as you can about the firm you’re approaching, including its intended image, services, corporate goals, and present issues.
What should your proposal contain?
Here are some examples of typical sponsorship proposal material:
An introductory letter
An overview of your athletic club. What exactly does your club do, and where does it operate? What are some general data about your club that provide a clear image of its success, number of players, and audience members?
Specific goals (along with a deadline) that the collaboration will achieve, such as greater sales for the company that supports your team.
A budget and a financial commitment – these outline the money flow that will occur. What will you charge your potential sponsor? How long will the pact be in effect? What are the terms and conditions going to be?
A list of what you specifically offer the company. What can the sponsor expect from your club if they accept your offer? What kinds of advertisements will there be? What naming rights will be available? Is there any further benefit to the sponsor?
Plans for media exposure. For many sponsors, particularly those with larger budgets, media visibility is an important aspect of sponsorship. Describe how you intend to obtain radio, television, internet, and newspaper coverage for your team, which will increase exposure for the client’s brand logos in your team’s events. Consider the coverage your sports team receives. Will players wearing branded clothing be featured on a news website? Are there any community radio shows in your area where you could be featured? Do you broadcast your games?
Specifics about the intended audience. Give a description of the people who are exposed to your sports club, events, and facilities. Examine the people who contact your club; what do they have in common? What are their genders and age groups? Determine where your club’s audience matches the target market of the sponsor.
Assurance of exclusivity. Assure your sponsor that they will not be placed in direct rivalry with a market rival during the course of your collaboration. You will not, for example, strike deals with their rivals.
The point of contact is supreme. Determine who the potential sponsor will contact about the arrangement.
Structure of evaluation. Describe how you will evaluate the agreement’s success (having specific, tangible goals in mind from the beginning is key).
Finally, finding a sponsor for your sports team is a fantastic method to expand your team’s opportunities, resources, and community outreach. It has the same effect on your sponsor.
Contact me today HERE for more information or help completing your club’s sponsorship proposal.
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