Sponsorship - Squash Auckland

Sponsorship

Sponsorship Presentation
Click here to download the notes from the Sponsorship presentation delivered by Tanya Laurence (Marketing Manager for the Briscoes Group) at the Club Development Day on June 11 , 2008.
Seeking and Servicing a Sponsor

A big event is coming up and perhaps the club needs assistance to meet the running costs.

Download the resource for more information on how to get a sponsor and what the club can offer them. The information has been designed to help organisations that may not have had much experience in gaining sponsorships.

Sponsorship Agreement

Click here to download the Sponsorship Agreement Template.

Sponsorship Proposal Content

Download Sponsorship Proposal Template

Covering Letter
A letter addressed to the actual person you are targeting. Should be one page inviting them to consider the attached proposal and indicating that you will follow up next week.

Title Page
Including the sponsors name and the event or organisation name. If you can use their actual logo that would be best. Try and download it from their web site. Date the proposal and put it on good quality paper/letterhead. Presentation is the key if your proposal is professional it will at least get to first base and be read.

Overview
Give an overview of what your Club is all about. Use key statistics to set the situation. This page is to be used as your emotional appeal to them.

Event/Organistion Details
This is where you list the hard information about the event. Sub headings should include:
Dates and times, Location, Target groups and participation, Audience demographics, Cost & Management.

Developmental Importance & Significance/ Community Benefit
Short paragraph on how important this event/organisation is.

Event Promotion
Should include heading such as: Media support & Promotional activities/plans

Sponsor Benefits
As a major sponsor of the Squash Club you will receive the following comprehensive package of benefits:
Ideally, this list should be at least a couple of pages long. Use your inventory and create a comprehensive list of real benefits. Depending upon how long the list is you may want to categorise the benefits (like the inventory). Hint -Logo exposure is only a small fraction of a good benefits package. This package must, must, must be customised to your sponsor’s needs.
Some sub heading may be: Naming rights or logo exposure etc, On-Site, Hospitality and networking, Media profile & Tickets.

Cross Promotional Opportunities
This area is optional but, if you have done your homework on the sponsor, is your opportunity to solve their problems and/or meet their needs.
For example:
- Tell the airline how they can increase their frequent fliers or VIP lounge members
- Tell the brewer how they can run promotions in pubs for free merchandise and tickets
- Tell the cereal company how they can use your event to get into schools
- Tell the insurance company how they can support the launch of their new product
- Tell the mobile company how they can capture potential customer details and the age of their current phones (for replacement)

Brainstorm with your Club Committee. Do lots of research on precedent, both national and international, as there is a wealth of information about what works and there is no reason why you need to re-invent the wheel.

Sponsorship Investment
Outline how much this is going to cost. This can be a cash only or combination of cash and contra. Be sure to include a proposed payment schedule.
Should also include a minimum promotional commitment, ensuring that they embark upon at least some activities to maximise the sponsorship, and that they are activities that will benefit you, the sponsorship seeker, as well. You should also state that this proposal is an invitation for negotiation.

Evaluation
One of the most important and most neglected parts of a sponsorship proposal! How will your club measure the success for the event and the level of delivery of the promised benefits? Reporting and evaluation are as important as providing benefits as sponsors want to SEE what results have been achieved. If you have serviced your sponsorship correctly your sponsor will be able to see the great results and will naturally been keen to renew their sponsorship of your Club.

Click here to download the Sponsorship Proposal Content information written above.

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