1. Sports & Entertainment Marketing II
1.15 Manage promotional activities to maximize return on promotional investments

2. 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

3. 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

4. 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.

5. 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.

6. 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.

7. Effective Proposals What is the benefit to the sponsor?
Should answer these questions:
What is the benefit to the sponsor?
Build brand awareness
Generate sales leads
Build corporate image

8. 2. Who is the audience in attendance?
Match-up hypothesis: Demonstrate that audience demographics are favorable to the sponsor
Generate a list of audience demographics to demonstrate to the sponsor that the audience is receptive to their goods/services

9. 3. Why will the audience come to the event?
Have a marketing plan
Demonstrate how crowd will be drawn in to the event
Show media plan: number of ads, types of ads, social media

10. 4. How will sponsorship target the audience?
Show how sponsor’s brand will be used:
T-shirts
Banners
Signage
Program of events

11. 5. What are the credentials of the organizer?
Show sponsor that the event will be executed as planned
List relevant event executives & their experience
Show successes of previous events
Identify previous sponsors
Include numbers of attendees at previous events

12. 6. Who are the other sponsors?
Avoid having competitor as co-sponsor
Show how other sponsors to not detract from this sponsor
7. What is the cost?
Last item on proposal
Cost-benefit analysis: Use previous events to show how sponsorship increased sales/raised brand awareness/generated positive publicity.

13. 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

14. 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

15. Basic Rules for Writing a Sponsorship Proposal
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!