Dave Doroghy Sponsorship 101

Just What is a Sponsorship Anyway ? 4 We bought a block of tickets to the event - are we a sponsor ? 4 We advertise in the program - are we a sponsor ? 4 We put a sign up at the entrance to the event - are we a sponsor ?

Sponsorship is the Right to Associate 4 Bragging rights 4 The value of association is the essence of sponsorship Association with a team Association with an event Association with a cause

Types of Sponsorship 1999 North American Sponsorship Spending by Type of Property

1999 Worldwide Sponsorship Spending

New Type of Sponsorship - Arena Naming Rights 4 Historically arenas were named after a significant individual or place 4 95% of all arenas being built in North America today are named after a company 4 Today the average arena naming rights deal in North America is worth between $3 to $10 million US annually

How do Sponsorships Differ From Traditional Advertising ? 4 It’s not just gross impressions 4 The right to associate 4 Exclusivity is often offered 4 More of an emotional sale 4 Involvement beyond advertising and promotion 4 Hospitality

Sponsorships Can Totally Involve a Company, its People and Products 4 Take a product and put it on a real life stage within the context of fun and excitement 4 A sponsorship is so much more than just a TV commercial 4 Great way for large companies to appeal to the grass-roots level 4 Great way for a company to move into new markets - meet new people

Since Sponsorships are Often Sold Exclusively - How do we Define Categories ? 4 Banks or brokers 4 Supermarkets or gas stations 4 Phone company - long distance or cell 4 What exactly is a company buying the rights for ?

Category Exclusivity 4 Events can offer category exclusivity while other forms of media cannot 4 Maximizing category revenue vs. cutting off future revenue opportunities 4 What’s the company’s motivation ?

Sponsorship is an Intellectual Property 4 Contracts Vs. Letters of Intent 4 The shorter the better

Categories 4 GOLD SILVER BRONZE 4 Establishing benefit levels 4 Packaging sponsorships 4 Pricing and Evaluating Sponsorships

Selling Sponsorships 4 Pre meetings 4 Here comes the pitch - does the batter have a budget - RESEARCH 4 Getting directly in front of the client 4 Calls = Sales 4 CUSTOMIZE

Presentation Materials 4 You are the most important part of the presentation material 4 You only have one chance to make a good first impression 4 Leave behinds 4 Sophistication of presentations 4 Creative locations 4 Introductions

Getting in to See Prospects 4 Creatively getting past gate keepers 4 Phone techniques 4 Avoid sending materials 4 Tenacity and persistence

Finding the Hook 4 Getting their attention 4 Sometimes even a bad idea is better than no idea 4 Annual reports, web sites provide great research resources

Finding the Hook

Sponsorship Pricing 4 How much is too much ? 4 Be aggressive with pricing - leave room for negotiation 4 The most important factor is a competitive environment

How do we Measure Results 4 Pre and post surveys 4 Awareness vs. Sales 4 Helpful generic research information 4 Sponsorship and advertising both very difficult to measure

Believe in What You Sell!