Download SEMII 1.15 PPT

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
Should answer these questions:
1. What is the benefit to the sponsor?
i. Build brand awareness
ii. Generate sales leads
iii. Build corporate image
2. Who is the audience in attendance?
i. Match-up hypothesis: Demonstrate
that audience demographics are
favorable to the sponsor
ii. 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?
i. Have a marketing
plan
ii. Demonstrate how
crowd will be drawn
in to the event
iii. Show media plan:
number of ads,
types of ads, social
media
4. How will sponsorship target the
audience?
i. Show how sponsor’s brand will be
used:
I. T-shirts
II. Banners
III. Signage
IV. Program of events
5. What are the credentials of the
organizer?
i. Show sponsor that the event will be
executed as planned
ii. List relevant event executives & their
experience
iii. Show successes of previous events
iv. Identify previous sponsors
v. Include numbers of attendees at
previous events
6. Who are the other sponsors?
i. Avoid having competitor as co-sponsor
ii. Show how other sponsors to not detract
from this sponsor
7. What is the cost?
i. Last item on proposal
ii. 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
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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!