10.1 Fundamentals

12 May 2009


Sponsorship

Sponsorship is something that can be vital to the success or even to the existence of an NGB. It not only allows your organisation to gain much needed funds, but it also allows for the development of long-standing, trustworthy relationships.

Sponsorship needs to be viewed as a two-way relationship. Both your organisation and the sponsor should be able to gain from the association that you both have. They are investing their money into your organisation and you will help them to increase the audience that their products are exposed to.

One of the key priorities for any NGB is to persuade the potential sponsor to identify with your sport. They must present themselves, demonstrate connections to their target audiences and consequently share value with prospective sponsors in order to generate sponsorship revenue.

 

 

Your NGB as a Brand

Each NGB should consider itself a brand. This is not as intimidating as it may sound. The essence of a brand is to be able to show differentiation from competitors.

It is fair to say that many NGBs including sports clubs, tournaments, coaches associations and professional teams consider themselves distinctive and different from each other, even similar NGBs. Each NGB probably also has a sense of pride about how it does things. Therefore NGBs are brands, albeit sometimes small brands.

In order to describe itself, each NGB - each brand - should explicitly address the following topics;

  • Mission - What is the purpose of the NGB?
  • Vision - What is the longer term goal (aspiration) of the NGB?
  • Values - What principles, both ethical (e.g. integrity) and operational (e.g. safe environment) are most important to the NGB
  • Target audience - Whose needs are you going to serve?
  • Identity- What are the factual elements that clearly identify the NGB (e.g. legal entity, board of directors, name, official affiliation, logo, colours, geographical location, etc.)
  • Differentiation - What makes the NGB stand out (from competitors / other sports)?
  • Positions - What attributes (e.g. family oriented, winning, development, etc) are used by the NGB to present itself to its target audiences?
  • Image - How is the NGB perceived by its target audiences?


Hopefully the positioning of the NGB and the way the NGB is actually perceived (image) by its target audiences are well aligned. If not, work should be done to create alignment before sponsorships are solicited.

It is important that theses topics be addressed in writing. Why such "formality"? Because the membership, even leadership in NGBs changes and there needs to be continuity of intent and action. Written and visible descriptions also give members of an NGB rallying points and reminders upon which to build the NGB's unique character. In addition, written descriptions encourage the same descriptions being used by all members when "selling" the NGB. These written descriptions are ready made for Power Point and other presentation formats.

 

 

How to Win a Sponsor

A potential sponsor will become a sponsor if an NGB can demonstrate that it is both reaching and positively impacting its target audience. In this situation it is creating value for itself and for potential sponsors.

The initial sponsorship proposition is simple. Potential sponsors are seeking effective and efficient ways to connect and influence their own target audience. If an NGB has the same target audience, a potential sponsor might actually become a sponsor if the NGB can demonstrate strong relationships with the target audience. This means that the NGB can deliver value to the sponsors' brand and sales efforts.