The Key to Success in the Sponsorship Approach

It is widely recognised that sponsorship revenue accounts for a large proportion of money coming into a club or an athlete. As many of those involved in seeking out new sponsorship streams will testify, it’s not easy, with many calls, email or letters going unanswered. 

How you engage with prospective partners is often the key to success.  There are four key points to consider:

  1. Look as professional as possible
  2. Map out what opportunities you have
  3. What you are willing to give in return for each of those opportunities

and most importantly:

Looking at a company’s website will give you a strong indication if there is synergy present. For some industries, the synergy is quite obvious, for example an equestrian rider and an equine supplement retailer, or a kart racing team and an engine oil manufacturer. However, this approach will be used by many, often with long-term relationships in place.

Thinking Differently

It could pay to think slightly differently – an equestrian rider may look at local colleges that offer courses in equine studies. A kart racing team could also look locally – perhaps a garage or mechanics may offer a better solution and they will certainly be easier to communicate with than a larger corporate target. 

Sponsor Connect, a dedicated sports sponsorship platform, is designed to relieve many of the frustrations associated with the sponsorship approach. With a professional look and a unique profile link that you can share with prospective partners, it allows you to give a complete overview of the opportunities you have on offer.  We give you the tools to optimise your sponsorship potential, all of which is geared to you increasing sponsorship revenue.