SPONSORSHIP PROPOSALS

PROPOSAL OVERVIEW I
y EXAMPLE y 1. Cover letter y 2. Executive summary y 3. Sport Organisation Details y 4. Target Market y 5. Sponsorship/Marketing Plan y 6. Sponsor s Benefits y 7. Budget and Investment

SPONSORSHIP PROPOSAL II
y Example y 1. Product Identification y 2. Product Development y 3. Identifying Sport Organisation Target Market y 4. Sponsor Characteristics

SPONSORSHIP PROPOSAL II cont.

y 5. Identifying Sponsor Target Market y 6. Matching Sport & Sponsor y 7. Selling the Product y 8. Servicing the Sponsor

Congruence
y Sport fans identify personally with a sport - that then

creates opportunities to enhance brand loyalty sponsors tap into this

Is The Purpose Clear?

y How can a sponsor use this sport to reach their goals?

y How can a sport use the sponsorship to reach its goals?

MEASUREMENT OF SPONSORSHIP
y Essential y What level is deemed successful for both parties? y What methodology is used to measure the success of

each benefit?

MEASUREMENT CAN...
y Identify areas for improvement in the sponsorship

engagement
y Identify areas for improving the sponsorship benefits y Ultimately, increase the value of the sponsorship and

generated revenue

MEASUREMENT MODES
y Sales after an event or promotion y Visitors online or at event y Consumer awareness y Media coverage

MORE MEASUREMENT MODES

y Changes in consumer perceptions y Coupons issued or redeemed y Number of enquiries y Sales y Economic impact

CONSIDER...
y Points for staff meetings y Checklist y Logbook y Sponsorship project group y Feasibility study

y KPIs y Sponsorship manual y Sponsorship Launch y Liaison y Evaluation tools

A B C D SPONSOR SUMMARY
y Attentive awareness y Brand interest y Consumer action & desire y Direct benefits