What You Can Offer Sponsors (2024)

The following ideas are designed to get the imaginations rolling and to support creative sponsorship relationships:

Exposure of their Brand

• Naming rights - of an event, a section of your competition, a team, a trophy, your newsletteror part of the facility e.g. a court or stand. Naming rights create a strong association between the club and sponsor, usuallyoffered as a soleright. Importantly if yousecure a naming right sponsor, you need to associate that name everytime you refer to it especially in media releases etc. The naming rights can also bepackaged witha suite of other offers that the sponsor deems of interest. You should tryfor a longer term arrangement for printing purposes etc. Naming rights are generally reservedfor a major sponsor.

• Brand Presence - inclusion in your media releases, provision of sponsor signs at your venue,logos on printed materials, sponsor details on your web site, live links from your web site to the sponsors, advertisem*nts and messages from sponsors in your newsletters, email signatures of club personnel to carry a 'sponsored by' message,company name / logo on uniforms, sponsor branding on member cars, club bumper stickers, announcements onthe public address system

• Using Technology -new technologies give rise to regular sponsor messaging to members through web blogs, facebook, twitter, and sms messaging. Clubs should not give member contact detailsto sponsors without consent, howevercan offer to let members know about special dealsetc via their email / sms lists

Product Sales / Exposure

Sponsors that have a product to sell may look to a certain age group or buyer group within your club as attractive and could be offered ways to sell / markettheir product direct:

• Selling Product -Product sales from your venue (make sure it is an appropriate product), provision of product samples to members, distribution ofproduct discount cardsor store VIP status to members, a product display in the club house, provision of occasionsfor product demonstrations, member sales nights, agreement that allend of year gifts forvolunteers bein the form of sponsor vouchers, some arrangements may include incentives for every member who uses sponsor services or purchases e.g. Bendigo Bank Community Enterprise.

Sponsor Involvement

• Sponsor Presence - some sponsors may lookfor involvement in the club whilst this maybe oflittle interest for others. On offer could be: provision of membership to key sponsor personnel, admittance to games, invitations to functions, opportunities to present awards, toss the coin, address the players pre match,speak at functions, speak on the PA during an event etc.Potential sponsors may be interested in using your venue however for an end of year break-up or staff functionas an offering.

Media as Sponsors

Media outlets make great sponsors, particularly of media worthy events because it enhances exposure. The sponsorhip deal in this case doesn't generally include cash but moreso free or discounted advertising in exchange for association with the event. This is easier to achieve in regional and rural centresor for major events e.g. Herald Sun Tour

• Media Opportunities - naming rights, live crosses (especially radio), involvement with the event e.g. MC or Public Announcements, named trophies, logo presence as above, photo opportunities, media challenges etc

Working Out What to Offer

Many clubs approach sponsorswith pre-packaged deals i.e. for this much $ you get ..... and for this much .... This can work well with minor sponsorship and with sponsors who return every year. It is also time efficient for club volunteersin dealing with these groups. When approaching a new sponsor, or trying to attract a major sponsor however, it is also an effective measure tocollaborate with the sponsor in the design of the package i.e. they get to identify what they want and negotiate the value. In this approach it is a good idea to know what you can offer and present these as options. The sponsor may come back with something you have never thought of too. Key to this is not to undervalue your offerings e.g.sole naming rights should come at a premium in comparison to other items.