Hello,
On behalf of a sports club that I am in, I am starting a search for some sponsorship (it was one of those drunken promises to my manager). Anyway I am just looking for some pointers as what I should do or how to go about contacting these people with the money. Do I just contact the marketing manger of company X ?
Do I need to provide a report as to how sucessful the club is , details of the membership, typical yearly expenses, how much their brand will be seen. Or any other important points. Or what would they be looking for ?
I'm not a marketing person so I don't really have a clue about these things. This also means I don't have any contacts, so if anyone is willing to share some with me either fire me a PM or post details here.
Mucho grassias,
f.
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Marketing people or contacts required
Looking for some money for a sports club
What kind of sponsorship are they looking for? What will the company sponsored get out of it?
It sounds more like finance work than marketing, at least how I perceive it (sales-marketing:investors-finance). The more information you provide, the better the opportunity. Have short-term, intermediate and long term forecasts available.
QUOTE (showem @ Jun 10 2005, 11:08 am)
What kind of sponsorship are they looking for? What will the company sponsored get out of it?
There name will be integrated in the name of the club for all promotional work. Munich Carlsberg Rovers or something like that. Logo on encorporated on all official merchandise, branding of website with direct links to their site and profile of company. They will get their name associated with a successful club (most sucessful in europe in 2004) and for that they would pay a premium.
QUOTE (brokenm @ Jun 10 2005, 11:14 am)
It sounds more like finance work than marketing, at least how I perceive it (sales-marketing:investors-finance). The more information you provide, the better the opportunity. Have short-term, intermediate and long term forecasts available.
Forcasts as in goals of the club, development projects on going, etc. ?
Thanks for your feedback.
QUOTE
Forcasts as in goals of the club
Good one
Treat it like you're beginning a business, and need to go to the bank for a loan. They will ask you for a business plan, in which you put information like you mentioned: inform. about the club, number of members, successes in the past, how well performs your club compared to the others (competitor analysis). Does your club have a lot of supporters (brand exposure), and how is the financial status of your club?
Than, unfolds your plans: what will you do with the sponsorship? Where is the value for the sponsor?
As a former salesman, and being in marketing now, I would focus on the "trade" aspect of the deal: what does a potential sponsor get in return for his money. It is almost like a calculation of Return of Investment, although it's hard to measure in this case. Just don't give the man with the money the idea that he is wasting it, by giving it to you.
Oh, and also important: what can you give back in means of actual business? A company is always interested in mutual business. So, if he gives you the money, how can he do business with your club or members? Next to brand exposure, how can he earn money with the sponsorship. Let's say you are talking with a construction company. He would like the idea, that if he gives you money, you give him he business of renovating the dressing rooms for example.
Another thing: people walking around with your name on theire clothes is nice, but let him use your club for PR purposes. Perhaps it is nice to use as for marketing events for their business.
Always, always look for a link between you and the "customer". Look at your current suppliers: do they do business with you, it is not more than normal to ask for some business in return.
Look for the easiest, quickest win: perhaps someone within in the club, or his father/family runs a business. People with affinity are more likely to invest.
Last one: Elephant mate with elephants. You don't see the logo of the local plumber on the shirts of Bayern Munchen. This works the other way around as well.
Good luck!
Than, unfolds your plans: what will you do with the sponsorship? Where is the value for the sponsor?
As a former salesman, and being in marketing now, I would focus on the "trade" aspect of the deal: what does a potential sponsor get in return for his money. It is almost like a calculation of Return of Investment, although it's hard to measure in this case. Just don't give the man with the money the idea that he is wasting it, by giving it to you.
Oh, and also important: what can you give back in means of actual business? A company is always interested in mutual business. So, if he gives you the money, how can he do business with your club or members? Next to brand exposure, how can he earn money with the sponsorship. Let's say you are talking with a construction company. He would like the idea, that if he gives you money, you give him he business of renovating the dressing rooms for example.
Another thing: people walking around with your name on theire clothes is nice, but let him use your club for PR purposes. Perhaps it is nice to use as for marketing events for their business.
Always, always look for a link between you and the "customer". Look at your current suppliers: do they do business with you, it is not more than normal to ask for some business in return.
Look for the easiest, quickest win: perhaps someone within in the club, or his father/family runs a business. People with affinity are more likely to invest.
Last one: Elephant mate with elephants. You don't see the logo of the local plumber on the shirts of Bayern Munchen. This works the other way around as well.
Good luck!
Thanks Viktor for your reply. There are some really great points in there and hopefully they will help me find something.
Dank u wel !
Dank u wel !
Hi,
Just to start with a couple of points, you'd probably be best to start with a detailled report not of every aspect of your club, but more things like any previous sponsorship agreements you've had, any campaigns or drives the club has had etc. Basically any money making things the club has done, how they did it, where, why and for how long. This gives the potential sponsor an idea of what they're looking to get out of it, and what you're looking to get out of them. It's all well and good to say 'we want you on board and we'll do the right thing by you', but at the end of the day, they would probably prefer to see figures and tables.
Another point would be to tabulate and (mildly) depict where, by whom and how often their brand will be seen. Will their brand be used at all, or only on display (for instance, will it be billboards and umbrellas, or will it be food and beverages required for home games? Branding on clothing is good, although if it's only your kit and not any training tops, polo tops or hats, the brand will only be seen for two hours a week). Will they personally receive any benefits or just 'can we have your brand to sponsor us, thats all?'.
Finally, they may want to know which other sponsors there are, how they will compete, whether the other sponsors have bad blood with the potential ones etc.
In terms of selling the idea, whether to go to a marketing/sponsorship person at a company, go to both, and go hard. Sell your idea like it's the best thing to happen to them. Whack a smile on, be professional and tell them that they want to be on board with you, not the other way around. The trick is then to prove it!
Have probably covered old ground here, but just some points... Good luck.
Just to start with a couple of points, you'd probably be best to start with a detailled report not of every aspect of your club, but more things like any previous sponsorship agreements you've had, any campaigns or drives the club has had etc. Basically any money making things the club has done, how they did it, where, why and for how long. This gives the potential sponsor an idea of what they're looking to get out of it, and what you're looking to get out of them. It's all well and good to say 'we want you on board and we'll do the right thing by you', but at the end of the day, they would probably prefer to see figures and tables.
Another point would be to tabulate and (mildly) depict where, by whom and how often their brand will be seen. Will their brand be used at all, or only on display (for instance, will it be billboards and umbrellas, or will it be food and beverages required for home games? Branding on clothing is good, although if it's only your kit and not any training tops, polo tops or hats, the brand will only be seen for two hours a week). Will they personally receive any benefits or just 'can we have your brand to sponsor us, thats all?'.
Finally, they may want to know which other sponsors there are, how they will compete, whether the other sponsors have bad blood with the potential ones etc.
In terms of selling the idea, whether to go to a marketing/sponsorship person at a company, go to both, and go hard. Sell your idea like it's the best thing to happen to them. Whack a smile on, be professional and tell them that they want to be on board with you, not the other way around. The trick is then to prove it!
Have probably covered old ground here, but just some points... Good luck.
Grassias Mightypies !
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