We have always seen sponsorship sales as a core activity in sports management – and as in any sales environment, you need to explain the features – but you sell the benefits. In sponsorship this boils down to three key categories of benefit: Exposure, Association and Opportunity.
Exposure is using the sponsorship to get the message across – from logos to informational communication.
- Traditional media – TV, radio, newspapers & magazines, event signage (track/stadium, sports person, equipment, etc.)
- Modern digital media – online advertising and social media programmes
- ‘Meta-media’ – multi-player gaming, etc.
The values and messages which emerge from sport are a first level of association. But equally important is going to be what association does it have to the client’s brand – and in what direction could it be used to drive the brand forward. Sometimes an association is not blatantly obvious, but clever enough that it will give a client’s brand an unforeseen boost.
You will find the true added value of sponsorships via n the opportunities that organically (and by design) are created through your participation.