sponsorship selection Archives - Power Sponsorship

The Most and Least Powerful Sponsorship Benefits

Back when I started in this industry, visibility ruled, and the most powerful thing any sponsor could get was lots of logo exposure, and the bigger the logo, the better. Add a bit of hospitality, an athlete meet-and-greet, and if you were really forward-thinking, maybe a sales promotion, and that was really about as good as it got. I remember it vividly… and cringe. Thankfully, our industry has come a long way from there. Our understanding of how sponsorship works has been revolutionised. The sophistication of sponsors has grown exponentially, particularly since the Global Financial Crisis raised accountability to new heights. And technology and media fragmentation has meant that it is both easier and more […] Read More

For Outstanding Sponsorship, Minimise Analysis and Focus on Process

For most sponsors, decisions to invest in or renew a sponsorship are based primarily on analysis against a set of criteria. This may seem sensible, and bean counters love this approach, but it doesn’t actually work very well with sponsorship. I’ll go so far as to say that using analysis to drive your decisions is consigning your results to mediocrity, and the only way to achieve truly outstanding sponsorship is if the decisions around it are primarily process-driven. Below, I’ve outlined the typical, analysis-driven approach to sponsorship decisions, the far more effective and powerful process-driven approach, and some steps so that you can apply it within your own organisation. Analysis-driven sponsorship For new sponsorship investments, […] Read More

How to Get Internal Buy-In for a Diamond-in-the-Rough Sponsorship

We’ve all been there. You’ve got a proposal for a sponsorship with “potential”, but you know getting it over the line will be next to impossible. Maybe there’s a ton of relevance for your target market, but the property is new and untried. Maybe you can think of a million great angles for leverage, but the property isn’t super-sexy. Or maybe your company just has a fixed idea of what a “major sponsorship” looks like. Some sponsorship opportunities are amazing, with the value absolutely apparent to anyone who sees the proposal. But there are also many diamonds-in-the-rough that could do amazing things for your brand, if you can get the buy in. What you don’t […] Read More

The Minefield of Selling Major Sponsorship to a CEO

I was recently forwarded a link to a video showcasing how Chelsea Football Club went about replacing their principal partner. The link was accompanied by the message, “I bet this will make you sick.” He wasn’t wrong. I will say that Chelsea FC was successful in gaining a new principal sponsor in Yokohama, and well done to them. I don’t know if this approach was used on Yokohama or not, but either way, I wish them both a long and fruitful relationship. That said, there are still some serious issues raised around this approach, and those issues are exacerbated by the decision to publicise it. Before I make my case, you should probably have a look: […] Read More

Is It Ever Okay to Invest in Sponsorship for Defensive Reasons?

When it comes to sponsorship selection, there are a few good reasons to do it, as well as a few bad reasons that are sometimes unavoidable, but often manageable. Good To change your target markets’ perceptions and behaviours around your brand To align with your customers and/or staff through their passions To reward your customers and/or staff To secure sales rights (provided the profit on projected sales is more than the sponsorship costs) Some combination of the above Bad, but generally manageable Senior executive choice  – for how to manage, see “How to Manage (or Get Rid of) a Senior Executive’s Pet Sponsorship“ Regional manager choice  – for how to manage, see “Sponsorship Politics: How […] Read More

It’s Not the Size of the Sponsorship, It’s What You Do with It

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “Our event is so small, but we really need sponsorship. How do we get big sponsors interested?” Good questions. Important questions. And questions I hear a lot. Fortunately, the answer isn’t really that complicated. Here’s the thing – and it’s equally important for both sponsors and sponsorship seekers: It’s not the size of the property that matters, it’s the relevance to the sponsor’s target markets. Let’s just say for a moment that you’re a new sponsorship or brand manager, and when you review the portfolio, you see that your company is sponsoring a depression […] Read More

Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with the administration of sponsorship and the improvement of sponsorship, and instead, dedicated themselves to the potential of sponsorship. What if they asked themselves this one question: If you had the same sponsorship budget, but no commitments, what would the perfect sponsorship portfolio for your brand(s) and target markets look like? I do this for my corporate clients all the time. In its formal iteration, it […] Read More

Sponsorship Seekers Who Bully

I’ve blogged about Sponzillas – sponsors who bully – and in the spirit of fairness, I need to say that there are also some bullies on the other side of the equation. There is an echelon of very desirable properties that can – and sometimes do – bully potential sponsors. They know that if that sponsor doesn’t pay the money for whatever is on offer, someone else will. They offer standard, uninspired packages and refuse to offer anything creative, even if specifically requested by a potential sponsor. In their boldest manoeuvre, they may charge additional fees for bolt-on “benefits” that really only benefit the property. An example would be if an elite sports property required sponsorship […] Read More

My Top Five Priorities for Sponsorship Selection

There have been a few great questions on LinkedIn groups lately. I put my two cents in on the discussion boards, but thought other readers might find them useful. One question I found was about the five key factors sponsors take into account when selecting sponsorship. Great question! The problem is, the factors some sponsors do use for selection are a long way from the factors sponsors should use for selection. Being a best practice sponsorship zealot, I’ve gone the route of what sponsors should be taking into consideration, and these are my top five: Customisation Did the event/property do any homework before they contacted me? Was the proposal customised? Was it about my brand […] Read More

Negotiating and Managing Multi-Brand Sponsorship

I tell sponsorship seekers all the time, “Don’t approach the company, approach the brand”. The underlying principle is that companies will generally have one brand that is clearly the best fit for a sponsorship opportunity. This is true for sponsors, as well, and most sponsors have embraced brand sponsorship as the default position for investment. There are, of course, a couple of exceptions. The first is when a sponsorship creates a platform that is large, relevant, and flexible enough that it can be leveraged across an entire portfolio of brands. An example would be if Kellogg’s sponsored the World Cup. They could make that work across their brand portfolio and most, if not all, regions. […] Read More