In Summary
  • When seeking sponsorship, we recommend that one does research on what budgets the potential sponsor has available and the objectives thereof
  • The proposal must take a load off the marketing manager's shoulder
  • The proposal must demonstrate how the sponsor connects with the fan base and what possible activations are available for exploitation

In recent weeks, one of my clients has received two sponsorship proposals. One for a sports and the other for an arts event.

Normally such are forwarded to our agency for assessment.

Unfortunately these two, like many others before them, will be rejected.

Both proposals detailed what the events were about and how much they needed to finance their activities, but they failed to demonstrate how my client, the potential sponsor, would benefit from the millions they were requesting.

"When asking for help, appeal to people’s self interest, never to their mercy or gratitude," Robert Greene said in the book, The 48 Laws of Power.

For your sponsorship proposal to get a big nod or any chance of a budget allocation from any of our corporates and to some extend government, the same mantra must articulate how the sponsor will benefit.

When seeking sponsorship, we recommend that one does research on what budgets the potential sponsor has available and the objectives thereof.

For example, a beverage company may have two budgets that a sports club can tap into, namely the Marketing Budget and the CSR (Corporate Social Responsibility) Budget.

When going for the marketing budget, one must understand what the brand’s objectives are. Is it sales or just awareness?

Having understood this, the proposal must then demonstrate how these objectives will be met through the partnership.

The proposal must take a load off the marketing manager's shoulder. It must solve his or her problems, not the club’s. A proposal that offers branding at the stadium or a logo on the club’s website without demonstrating how this will meet the sponsor’s marketing objectives will fail.

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