Succeed Through Sponsorship

Everyone knows that sponsoring individual athletes or professional sports teams can be one of the most expensive forms of advertising, but event sponsorship does not need to cost a fortune in order to be effective. Sponsoring a local sports team or club is a great way to build positive word-of-mouth and gain recognition within any community. It also offers the opportunity to target a fairly specific demographic and has options to fit any budget.

Many companies wait to be approached before they consider becoming a sponsor, but seeking out a specific team or event and bringing the idea to them can actually lead to better ROI. It gives you the ability to pick an organization as well as the type of sponsorship that will be the best match for your brand. Some of the most important things to consider when choosing to become a sponsor include:

1. What events do your current customers or best prospects attend?
Choosing an event where the consumer base is your target audience is the key to success when it comes to sponsorship. It won't matter how great your advertising or how many people see it, if they aren't people who will purchase your products or have an interest in your brand. Find out who the fans and attendees are before making any commitment.

2. Are your competitors already sponsoring the event or will you be able to obtain an exclusive?
Any sponsorship will be more effective if you are able to obtain an exclusive to the event. If your competitors are sponsors then you are just leveling the playing field, but being the only sponsor in your industry will give you an edge over everybody else.

3. What types of involvement do want to have?
There are many different ways to sponsor an event or sports team. Some of the most popular include purchasing uniforms (or donating a percentage of the cost) and having the sponsor logo added to them, donating giveaways printed with the sponsor logo to be passed out to the attendees, having announcers mention the sponsor periodically throughout the event, or purchasing signage opportunities both at the event and in various marketing materials.

4. How much can you afford to spend and what will you get for your money?
Budget is always one of the biggest considerations for any marketing campaign. It's important that you choose a sponsorship that you can not only afford, but that will give you the biggest bang for your buck. Make sure that the money you spend will get you the largest amount of exposure to your target audience.

If you aren't sold on becoming a full-time sponsor of an individual team or club, there are other ways to incorporate local sporting events into your current marketing plan. You could rent a skybox to entertain clients or top performing employees or have a company picnic at a game, inviting all employees and their families. You can usually arrange with the general manager to have your company announced during the game as a special guest, which will give you recognition from the other attendees in addition to building internal morale.

Becoming a sponsor of a local sports team or club is a great way to associate your brand with something that is important to your client base. It automatically gives you something in common and leads them to view you as a friend. Everyone prefers to work with people they like, making sponsorship a strong step towards building a loyal following.