SPONSORSHIP

1
SPONSORSHIP

• Should not be seen as anything other than a
• Business Transaction,
• with economic benefits for both parties

2
SPONSORSHIP

• Sporting clubs, events athletes can offer
  potential sponsors the opportunity to
• 1.    sell product
• 2.    develop or reinforce a community reputation
  
• 3. develop or reinforce an image
• 4.    develop product image and awareness
• 5.    carry out product demonstrations
• 6.    cater to the personal interests of
  management
• 7.    offer a sales force, client, or corporate
  incentive

3
Three major trends in sponsorship

• 1.    Big events.
• 2.    Increased competition for the sponsorship
• dollar.
• 3.    Increased funds in the sponsorship pool.

4
Four parts of a sponsorship search

• the proposal document
• the promotional document
• 3. The cover letter
• 4. the plan

5
THE PROPOSAL DOCUMENT

•  
• 1.    The Proposal Statement
• 2.    The Rationale
• 3.    Background Information
• 4.     Sponsors Benefits
• 5.    Contact Name and Number

6
THE PROMOTIONAL DOCUMENT

• Should achieve two things
• 1.    capture instant attention.
• 2.    tantalise the reader with what it has to
  offer

7
THE COVER LETTER

• 1.    no more than one page in length
• 2.    personalised to each would be sponsor.
• 3.    constructed to highlight the major selling
• points of the proposal.

8
THE PLAN

•  
• Identification of Potential Sponsors
• 2. Initial Contact with Potential Sponsors
  (by phone)
• Send cover letter, Sponsorship document and
  promotional document 
• 4. Follow-up phone call (about one week after
  mailing)