Usually companies that marketing consumer products are the most interested in sponsoring events. Remember that sponsorships are paid for out of marketing budgets. So keep track of companies that might have large marketing and advertising budgets. Monitor your local media for a few weeks, like newspapers and television. The companies that are placing the most ads are often the best prospects.
Start with companies that have a head office in your city or area, have a large market in your area or are trying to gain market share in your area. Also keep in mind the type of people that will be attending your event. Young moms running in a fun run, middle aged men golfing in a tournament or teens attending a concert each represent an attractive market for particular companies.
Some prospects for sponsorship are banks and other financial service companies including credit unions, credit card and insurance companies, utilities, fast service restaurants, soft drink and energy drink companies, mobile telephone companies, car dealerships, and essentially any type of consumer product.
Lists of companies and their managers who make sponsorship decisions can be purchased from companies that publish advertising directories. As an example, CARD publishes this type of directory. This type of list can be purchased for a few hundred dollars depending on the number of names and may provide prospects, as well as ideas for prospects. Other directories of people who purchase sponsorships may be through organizations like the American Marketing Association or advertising industry associations.
Many large companies that sponsor many types of events often have a section of their website that describes the type of sponsorship opportunities they are seeking and the application process for securing a sponsorship.
There are a few different ways to do a sponsorship proposal. Often the best place to start is to write a one page summary of the sponsorship opportunity. There is a sample of this type of summary on this site. The summary can then be used when you write letters or be modified into a PowerPoint presentation.
Ideally for a major sponsorship opportunity, a preliminary meeting should take place to determine the sponsor’s needs and how you can accommodate those needs. The preliminary meeting should provide an overview of the event or property, the numbers of people it attracts and their demographic information, and the sponsorship and activation possibilities. The follow-up proposal should detail the opportunity that is best for the sponsor.
For many types of sponsorship opportunities, a package of the various sponsorship bundles may be developed and sent to potential sponsors. As an example, a golf tournament would typically have hole sponsors, meal sponsors, a main sponsor for the event, and sponsors for events within the event, such as putting competitions or longest drive competitions. The packages should include an order form that the sponsor can send back to you. Call the prospect if you don’t hear back from them within a few days.
Websites can be a useful tool for selling sponsorships. The sponsorship bundles can be described on the website, along with the information about who will attend the event, how many and what demographic information, and the media that will be generated by the event. Sponsors can review the information, select the bundle that appeals to them and select their sponsorship using an online form.
A unique card or specialty item sent to the prospect, with instructions to the website, can be an effective way to get the prospects attention. Make a CD with pictures or video from last year’s event and add a description of this year’s sponsorship opportunities. This will be an effective sales tool for finding sponsors.
A simple two-page sponsorship letter is a tried and true way to find a sponsor. The letter should describe your organization, the purpose of your event, the number of people, the media that will cover the event, the opportunities the sponsor will have to display their logo and brand name. For added credibility, include quotes from previous attendees, endorsements from authoritative figures like politicians and pictures from previous events.
Often the best way to begin a proposal is to put together a single page that briefly outlines what you have to offer the potential sponsor. Once this is done, it is relatively easy to modify this single page into a letter, an attachment to a letter, a presentation or similar proposal format.
The proposal should include information about the organization that is offering the sponsorship opportunity, information about the event or property, the impact of the event i.e. funds raised or other objectives achieved, examples of the traffic generated by the event or associated with the property, the amount of the investment required for the opportunity and a summary of the benefits that the sponsor will obtain.
The sample shown below is a one page summary done in preparation for a proposal:
Family Sports Complex (FSC) - Family Fun Run
Naming Sponsor Information
Sponsorship Opportunity
For an investment of $150,000, your company can rename the FSC Family Fun Run to a name of its choice that incorporates its company name and/or logo.
About FSC
- owned and operated by nonprofit organization for over 50 years
- serves 5 communities with a population of over 100,000 people
- financially successful with 2500 active family memberships
- partners on site include Mountain Marathoners and Hill-view Soccer
Traffic and Visitation
- about 50,000 cars pass by on Flanders Drive each day
- ABBO Mall counts 80,000 cars by mall each day (includes Simpson Road)
- direction signs on Bart Freeway would increase traffic count
- 500,000 site visits to FSC per year by all user groups
- 6000 unique visitors to the FSC website each day
- 50,000 program brochures sent out three times a year
- 10,000 walk-in clients using the facility each month
The Event
- FSC Family Fun Run attracted 5000 runners in 2000 at the first event;
- last year, the run attracted 42,000 runners from across North America;
- the only event of its kind, attracting both world-class marathon runners and families who promote fitness with their children;
- stories about the event appeared in three national newspapers and on four national television networks, attracting estimated 3,000,000 viewers;
- tracking software found 180,000 blog mentions about the event;
- Youtube video of last year's event attracted 53,000 hits.
Exclusive Naming Rights for Sponsor Would Include:
- renaming the event with the sponsor’s name and a new logo
- name/logo on all new signs for event on Flanders Road and Simpson Drive
- existing FSC signs modified with sponsor’s new event name/logo
- name/logo on all FSC publications and collateral including letterhead, website, directional signs, program brochures, newsletters, etc.
- use of new name/logo on all promotional media for the event
Sponsorship Could Also Include:
- training programs designed for your employees
- use of FSC multipurpose room during the event
- use of the event for product sampling
- joint news conferences announcing name change
- company spokesperson at event opening ceremonies
