Sponsorship seekers often underestimate themselves. In some cases, so much so, that they do not even realize they are sponsorship seekers. Most people perceive themselves as asking for a donation to support their team, tournament or travel. This may be their perception but those businesses from whom they are soliciting view it as an entirely different situation. In a challenging economy, those businesses must justify how they spend every penny.

hile it’s true that the sponsorship marketplace has shifted ramatically over the last 10 years, sponsorship sales have not aught up to the same level of sophistication. Let’s examine some ways in which you can make your sponsorship exploits more productive

Understanding Sponsorships
Let’s start with a basic definition. Sponsorship is: Cash or an n-kind fee paid to a property (you or your organization) in return for the exploitable commercial potential associated with  property. n other words, someone gives you cash or tangible assets like uniforms, equipment or meals, and in exchange you give
them something. The question is what is that “something?” It could be a logo on a jersey or an ad in a program, or maybe you’ll distribute coupons to team members. These are examples of simple sponsorships. Businesses all have various budgets and cycles they must work through. Every business is challenged with getting the most out of each dollar, especially from a marketing perspective. Organizations usually will provide cash, goods or services out of their marketing line item. Understanding their business cycle is the key to your success. Why? Usually you’ll be seeking uncommitted funds. These funds are not allocated to any specific item or program. Most businesses base their budgets on specific expenditures. If you are not in that specific expenditure category, how do you tap those funds?

Here are some strategies and tactics that will make your efforts more fruitful:

Get started early. The sooner you pitch prospective sponsors he more likely they are to include this in their budget. Thus, you’re moving yourself from the uncommitted-funds to the ommitted-funds category. There is nothing wrong with following up with that property once the sponsorship ends to see if
you can strike a deal for next year. Read more 

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3.21 Copyright (C) 2007 Alain Georgette / Copyright (C) 2006 Frantisek Hliva. All rights reserved."