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The Advantage of Profitable Partnerships

by David Rachell
5 06 2013

Over the past couple of weeks, SponsorPark has created some great new partnerships for our members allowing greater access and affordability to these tools. Many of you have asked why we're doing this - as it seems counterproductive to be offering competitive products to our very own members. In reality, products like SponsorPitch, B6Analytics and HelpGetSponsors.com are complementary products to what our services provide.

To be competitive in the sponsorship industry, it’s important to utilize as many resources as possible. Networking, making phone calls, sharing great ideas and information, and using resources like these all add to the overall effort. So, it's important that as a company, we make these resources available so that our members have a competitive edge. And, by encouraging the use of these services that strengthen industry's standard of professionalism, we improve the industry as a whole. SponsorPark is not the be-all-end-all to your sponsorship service needs. Instead, our focus is to offer the resources and paths for building greater opportunities to develop meaningful relationships.

For larger rights holders, especially those with broadcast rights, B6Analytics offers a unique tool that tracks your sponsorship fulfillment for promotions, activations and benefits. The fulfillment can be continuously tracked by the sponsor so that THEY can make adjustments to their promotional and market planning and add elements to the sponsorship for more responsive behavior during the relationship. This adds a greater dimension of flexibility and accountability for both the sponsor and rights holder and is an important tool in further shaping and improving accountability in our industry.

HelpGetSponsors.com is one of the most innovative tools to come along for rights holders. As a member you can create an online proposal and in doing so, HelpGetSponsors.com will provide a value range for your sponsorship using industry-based pricing standards to get a more accurate value for your property. The site can be used to shape sponsor-specific proposals, each with an accurate fee analysis (so the sponsor can see why you are charging that specific fee), and generate a contract based on those elements proposed.

A calendar on the site also allows rights holders to keep deadlines and deliverable tracking for your sponsors. Once you build your proposal to get a better pricing structure for your sponsorship in HelpGetSponsors.com, you'll be able to use that information on SponsorPark.com! I urge you to take it for a test drive by emailing them at [email protected] or call 800-568-6580 to schedule a demonstration. As an added benefit for our members, HelpGetSponsors is offering 2 months free to all SponsorPark.com members.

Finally, SponsorPitch.com still is by far one of the best resources in connecting directly with potential sponsors. It offers a plethora of tips and information on brands, what they've sponsored and what they may be looking for in the future, as well as key decision makers. It also provides a gateway to connect with other sponsorship professionals to exchange activation ideas, trends and successes. A professional membership with SponsorPark.com includes membership to SponsorPitch - a savings of 50% each month.

Combined, these services provide great compliments toward your sponsor acquisition efforts. Stay tuned for more services and features!

Categories:   Elements of a Proposal | General | Marketing | Sponsorship resources | sponsorship sales | Sponsorship Valuation
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Consider a policy before considering sponsors

by David Rachell
19 09 2012

The sponsorship industry in the U.S. can sometimes seem like the wild west – take the buckshot approach and hope you hit something.  Before you try that, though, there’s no reason why you shouldn’t have a game plan and ground rules surrounding your sponsorship opportunity.  Whether you’re an existing property or new opportunity, developing a sponsorship policy can give you the edge in creating valuable relationships.

It is usually one or two people within your organization that have an “idea” on what you’ll be offering sponsors.  But, what happens when that person or person’s depart from the organization?  Having a legacy document that outlines what sponsorship benefits are available and the fees associated with those assets allows for continued success.

Your sponsorship policy should outline your organization’s sponsorship program goals.  These goals would outline what you’re willing to offer sponsors and for what in return.  Are you seeking more revenues, greater visibility or even stronger guest experiences?  The document should also include what elements you’re willing to negotiate and what assets within your property that would not be available.  Are you willing to make your membership available to sponsors and in what capacity?

The sponsorship policy should also address what types of industries your organization is NOT willing to entertain as a sponsor.  Would you consider spirit brands, sexual related products or products targeting children?  If you have to answer to a board of directors, gaining their input into assets and limitations will go a long way to ensure everyone is on the same page from the top down.

Besides listing assets you’re making available, list what you believe is a fair market value for that asset.  Do some research to determine the value of stage naming rights and use common sense.  Most sponsorship fees are based on need rather than tangible values, so you’re ahead of the game if you can justify your values. If you’re providing an ad in your e-newsletter to your member base – what would be the cost for a sponsor to purchase a targeted list, develop a direct mail piece and send it to those households?  Be fair to the sponsor on what values you’re delivering.

Finally, spell out how you plan on executing sponsorships and activating your partnerships.  While you may be able to secure sponsors –be sure you can deliver on what you promise.  And develop a list of reportable outcomes to provide to sponsors such as photographs, survey results and copies of media and collateral. 

Your sponsorship policy doesn’t have to be a lengthy diatribe, just a simple outline that will insure that everyone in your organization is on the same page.  It’ll go a long way to qualifying your sponsors and defining expectations within your organization.

Categories:   Elements of a Proposal | General | Sponsorship resources | Sponsorship Valuation
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Walk the Talk

by David Rachell
9 05 2012

There have been a number of stories lately surrounding the protest of event sponsors. Companies are being targeted because it seems that what they sponsor and their practices are perceived to be at odds with one another. 


As an example, McDonald’s has been a recent target of protests by British doctors indicating that fast food menus don’t belong in the Olympic Village when so many Britain’s are obese.   In addition, Coca-Cola and Heineken were also pointed out as “bad for you” products that are partners with the Olympics.   According to the Guardian Newspaper, protestors were developing several coordinated campaigns aimed against those companies accused of using the Games to cover up unethical corporate activities.


To the Olympic Committee’s defense, Coca-Cola and McDonald’s have been sponsors for a long time, back to when these products weren’t so bad for you and people weren’t so obese (figure that one out).  To their credit, these companies have introduced programs and products committed to supporting healthier platforms.  And just look at how those active, healthy athletes have been eating McDonald’s food at the Olympic Village for years! (I’ve seen the commercials).


The Olympics represent this coming together of peoples from all forms and ideologies in the name of sport, to achieve and learn from one another and somehow make the world a bit better.  It truly does capture the imagination of millions worldwide and seems to have meaning for most of us.  The Olympic Committee has stated outright that without sponsor funding from McDonald’s and others, the games just wouldn't happen.  So, for better or worse, these groups are insuring that the Olympic “spirit” burns using their corporate dollars to keep the flame going.


The protestors and the Olympics need to keep in mind, however, that sponsorship can be a powerful force for change within the corporate structure.  Sponsorship provides these companies with an opportunity to internally come together under one umbrella.  From leadership down to the janitor, successful sponsorships are based, in part, on how the sponsorship relationship becomes part of the corporate DNA.  The Olympic Committee has the power to assist those brands in reshaping their ideas simply by encouraging the companies to activate their relationship.


So, perhaps because of the Olympic relationship, those companies under protest find an opportunity to make themselves a bit better BECAUSE of their involvement.  Maybe we should be embracing those companies that choose to talk the talk, because that might give them the opportunity to walk the talk, too. 


It’s hard to say.  But, sponsorship is a powerful tool.

Categories:   Elements of a Proposal | industry happenings | sponsorship activation | Sponsorship resources | Sponsorship Valuation
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