Page 22 - OSEP Management Module 3_Neat

Benefits to the sponsor
The key aspect of all sport sponsorship is the benefit to the sponsor. Sponsors
can gain benefits through a variety of relationships with sporting organisations.

Cause-related sponsorship
This is where sponsors attach themselves to causes they believe to be in the
public interest. Sources of local and national pride, community image, children,
health and fitness and so on are often seen as cause-related sponsorships.

Opening up selling channels
Sponsorship of sporting clubs/federations or sporting events often develops a
direct channel for sales, such as on-site selling rights. For example, a sports drink
company may have the sole rights to sell drinks at your event/s.

Targeting sponsors
To know who to target with sponsorship proposals, you need to identify the
major questions that companies/businesses ask when choosing a sponsorship
opportunity:
• Question 1: How can the club/federation relate to the company’s image?
• Question 2: How can the sponsorship be part of the company’s overall
marketing efforts?

Sponsorship versus advertising

Sponsorship targets audiences through lifestyle activities, which can be very
powerful in terms of image identification. This is very effective compared to
advertising which is a more ‘hit and miss’ strategy. Sponsorship is often linked to
cause-related issues, which is a positive image to have.

Issues likely to be considered by companies and businesses when deciding
whether to spend money on sponsorship or pure advertising are:
• is the sponsorship tied to a major promotion? Can it provide a more effective
promotion?
• can the club/federation also generate added direct trade and sales
opportunities?
• how can the club/federation create interest among the company’s prospective
clients, or among a segment of potential clients that are otherwise hard to
reach?
• does the club/federation have a reasonable chance of being successful? Is it a
fresh idea, or old and tired?
• does the club/federation offer strong public relations values?
• how can the sponsorship offer promotional opportunities over time, and from
year to year?
• will there be on-site signage or advertising on the athletes themselves?

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