Page 24 - OSEP Management Module 3_Neat

Researching sponsors
Before developing your sponsorship proposal, you will need to do some research
into what your club/federation can offer a potential sponsor:
• compare the sponsorship objective or goal of your organisation and the
company you are targeting
• conduct a brief situational analysis (SWOT) of your organisation and the sport
• gather as much information about the sport, particularly the sponsorship
aspect, as possible. It will help to analyse past and present sponsorships
• decide who to target and how you will do this
• prepare the proposal
• present the proposal
• follow up.

Activity 3.15

How could finding out about how a potential sponsor chooses who they will
sponsor improve your chance of forming a partnership with that sponsor?

Preparing sponsorship proposals
A good proposal:
• is professionally designed and presented
• has an identifiable sponsorship strategy
• knows the target company
• knows the target company’s audience
• is clear and concise in its content
• has great value and is quantifiable in all respects
• makes promises it can keep
• is capable of doing more than it originally promises
• provides regular updates
• can ‘ring cash registers’ (increase sales)
• comprises a proposal that includes support documentation, photographs,
media releases and video evidence (media kit)
• provides a win–win situation.

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