| Today, more than ever, sponsors of sporting events | | | | directly. Does your event offer ample opportunities |
| face a barrage of “suitors” clamoring for their | | | | for this? Think creatively about ways to sell directly |
| sponsorship dollars. To be the lucky one who wins | | | | to your audience. This might be as simple as setting |
| the “date,” you must not only stand out in this | | | | up at table at registration or providing a vendor area at |
| crowded field, but prove to the sponsor that the event | | | | the venue. Or it might be more imaginative - letting |
| you’re organizing is the best solution to meet his or | | | | sponsors host a happy hour or a kids’ event |
| her needs and objectives. To do this, it is crucial that | | | | where they can show off their products. Think |
| you understand the criteria by which your proposal will | | | | outside the proverbial box. Are there places at your |
| be judged. What is your sponsor looking for in a | | | | venue to hang signs and banners? Sponsors often |
| sporting event? | | | | count the number of times their logo appears in print |
| Learn these six Critical Criteria inside out and | | | | and television. What can you do to increase this |
| backwards and you will turbo-charge your chances of | | | | count? Where will the cameras and your |
| winning an enthusiastic “Yes! When can we | | | | audience’s eyes be focused most of the time? |
| sign?” | | | | Some creative thinking in this area will elevate your |
| Communications Objectives are usually a prime | | | | proposal high above the competition’s. |
| motivation for sponsors. Businesses are almost | | | | Past Record, of course, is another way that a potential |
| always trying to say something to an audience through | | | | sponsor will evaluate your offering. You’ve |
| their sponsorship. This can be as simple as getting | | | | probably heard those commercials where the |
| their name and image out into the community or | | | | stockbroker says, “Past performance does not |
| something as complex as trying to change public | | | | guarantee future results.” Well, that may be true in |
| perception (e.g., a beer company sponsoring a fitness | | | | stocks, but it’s not the way sponsors think. Put |
| event). Whatever their general business desire may | | | | yourself in their place. You are asking them to |
| be, there is usually a specific message your event can | | | | provide you with something of tangible value. In |
| communicate. Your job is to tease it out. What do | | | | exchange, you are telling them to trust that you will |
| they want to say and how will your event help them | | | | provide the results you promised. Your reputation |
| say it? Answer those questions and you are well on | | | | and past record are all they have to go on. Your |
| your way to a positive response. | | | | past record is critically important. You must leverage |
| The next consideration is the Target Market the | | | | it wisely. Statements such as, “95% of our |
| sponsor is trying to reach. How does its desired | | | | sponsors are returning next season,” can be very |
| customer base match your audience? Face it, the | | | | powerful. Provided they’re true. Also, remember |
| AARP is not likely to sponsor a snowboarding event! | | | | that fulfilling your promises and keeping existing |
| So know your demographics. Ask yourself: Why | | | | sponsors happy is much easer than generating new |
| does Rolex sponsor yacht races? Why does | | | | ones. The most important past record is the past |
| Mercedes Benz sponsor golf tournaments? Why | | | | record you have with this particular sponsor. |
| does Red Bull sponsor extreme sports? And why | | | | Finally, at some point in the decision process, all |
| does Nike sponsor everything? All of these | | | | potential sponsors are going to evaluate the Cost vs. |
| companies want access to the demographics that | | | | Return for your event. This can occur in the form of |
| attend and compete in specific events. Find out what | | | | a formal Return On Investment (ROI) calculation or an |
| audience your sponsor is trying to reach and then | | | | informal gut feeling. In either case, you need to be |
| demonstrate how your event will attract that very | | | | crystal clear on how you provide value and benefits. |
| same demographic. | | | | You need to know your market and event. And you |
| Risk to the sponsor is a third criterion and one that too | | | | need to offer concrete data to back up your claims. |
| few event organizers consider. Think about it. | | | | You also need to create sponsorship packages that |
| There can be a great deal of risk for sophisticated | | | | are financially appropriate. Don’t ask for a |
| sponsors who associate themselves with the wrong | | | | $20,000 title sponsorship for a horseshoe-throwing |
| event or with an event in which many unknowns are in | | | | contest behind Al’s Hardware Store. |
| play. What if a contestant or spectator were badly | | | | Your job, when you’re pitching sponsors, is to know |
| injured? How would the bad publicity affect their | | | | what is important to each sponsor and then adapt |
| organization? What if the event competitors or hosts | | | | your offerings to their needs. This need not be |
| were to speak or behave in a way that opposed their | | | | complicated. Sometimes it’s as simple as |
| brand values? How happy, for instance, do you | | | | asking. You just meet with the prospect and ask her, |
| suppose Michael Phelps’ sponsors were when that | | | | “What are your objectives?” She will usually |
| photo of him on the business end of a pot pipe hit the | | | | be happy to tell you. But if, for any reason, you |
| papers? Letting sponsors know that you have | | | | can’t get the answer directly, do a little research, |
| thought about the risks and have safeguards in place | | | | turn over a few rocks. |
| to minimize them can go a long way to putting a | | | | If you can satisfy these six Critical Criteria, you will be |
| sponsor at ease and making your proposal jump out | | | | head and shoulders above all the other “suitors” |
| of the pile. | | | | who are eager to walk down the aisle with this |
| Sometimes a sponsor will sign for your event purely | | | | sponsor. For more information visit my blog on event |
| for the Promotional Opportunities it offers. The | | | | management. |
| sponsor wants to promote its products or services | | | | |