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• will the club/federation be given radio, TV or print media coverage so
that advertising can be tied in with sponsorship?
• can the sponsorship be enhanced and supported by related paid media
advertising?
• would the company benefit more if additional money were spent on advertising,
rather than sponsorship?
• can the sponsorship give the company an advantage over its competitors?
• will the company be able to get along with the ‘partners’ who co-sponsor the
event, sport or athlete?
• if the company decides to discontinue the sponsorship after a time, can it do so
without any embarrassing publicity in the media?
• does the ‘property’ (the club/federation being sponsored) have a plan for
evaluating the performance of the sponsorship?

Activity 3.14

Why might your community see the sponsorship of a local club/federation as
a better marketing strategy for a company/business to use, rather than just
advertising their product on TV or in the newspaper?

How sponsors select who they will sponsor
Before you develop your sponsorship proposal, you need to think about how
organisations choose who they sponsor. Generally, the following will be taken into
account:
• consistency of the audience and the target market — does the makeup
of the audience (members and supporters) match the target market (the
company’s customers)?
• visibility — does the club/federation, event, sport or athletes have a high
profile in the local community?
• media attention — will the media be sufficiently attracted to give adequate
publicity and recognition of the sponsorship?
• the image of the activity to be sponsored — does the activity match the
sponsor’s product and/or company image?
• the amount of clutter in the activity — are there so many other sponsors
involved that the target market will not be able to recognise the sponsorship?
• the effect of the activity on sales — will sponsorship actually increase sales
for the sponsor?

OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE OSEP MANAGEMENT IN SPORTING ORGANISATIONS TRAINING PROGRAM — LEARNER’S GUIDE