SPONSORSHIP

BY Sarah Bakayoko
HJKKL
SPONSORSHIP

01 02 03
DEFINITION IMPORTANCE STRATEGIC
AND OBDJECTIF OF APPLICATION
OF SPONSORSHIP
SPONSORSHIP
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DEFINITION OF SPONSORSHIP

 Sponsorship is a business relationship between a provider of funds,

resources, or services and an individual, event, or organization
which offers in return some rights and associations that may be used
for commercial advantage.

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OBJECTIF OF SPONSORSHIP
2. Fostering Favorable Brand and
1. Gaining Publicity
Company Associations
 Sponsorship provides an opportunity to create Sponsoring a mega-event like the Olympics or
publicity in the news media. Worldwide events Soccer World Cup ensures almost instant
such as major golf, football, tennis tournaments international recognition. There is a huge
supply the platform for global media coverage. amount of prestige associated with sponsoring
Millions of people watch these events. such big events and the sponsoring companies’
 Sponsorship of such events can provide brand credibility soars up.
exposure to millions of people. Some events They are considered as big as the events they are
such as golf have a more upmarket profile. The sponsoring as it is known that big money is
publicity opportunities of sponsorship can involved in sponsorship deals of such events. A
produce major awareness shifts.
company advances to the big league as soon as
it associates with a mega event.
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OBJECTIF OF SPONSORSHIP
3. Improving
Community Relations

Sponsoring an event or an organization that will help the community where the event is being organized or
where the organization functions is always a good idea. Sponsorship of schools, for instance, by providing
low-cost computers and supporting community programs, can foster a socially responsible, caring reputation
for a company.

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IMPORTANCE OF SPONSORSHIP
Sponsorship has its own set of benefits for the business. It has several advantages for both online and offline
company growth, including:

2. Better brand reputation This sponsorship

1. Increasing brand awareness with activity can also help the company build its
sponsorship as we discussed before, reputation brand in the eyes .of the rest of
sponsoring an event may let your brand and the world. Imagine if your brand was a
name appear on numerous medias during sponsor at a high-profile soccer event. As a
the event. In that manner, individuals who sponsor, you can be sure that people will
attend the event will indirectly see the logo know more about your brand and value it
and increase your brand awareness. This more. In addition, more people will buy
may get folks who don't know your brand products or invest in the company.
inquisitive and start checking into what you
offer.

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IMPORTANCE OF
SPONSORSHIP
3. Differentiation from competitors Even if your 4. Reach more potential customers
company is well-known, carrying out marketing Sponsorship is a way for a company to get
activities in brand sponsorship will make your its products and services in front of people
company look very different from your competitors. interested in them. As long as the target
Support will help your company stand out if other market can see our product, but also has the
businesses are still distributing flyers or placing ads chance to use it. When your product has a
on social media to get people to talk about their broad reach, and people know about it, it's
business. Still, before doing that, it's essential to use not out of the question that some people will
a Marketing Automation System to help you plan want to use it.
your sponsorship strategy that will do

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IMPORTANCE OF
SPONSORSHIP
5. Increase sales It's a good thing for 6. Gaining media spotlight at certain events
businesses that we know from sponsoring that or events, they often ask for coverage from
their products sell more when they do. different media types as long as there are
Because people will be more interested in many influential people at the event. The
buying products if they see these kinds of media are, of course, more interested in
things being done, the more sponsorship your reporting on things that draw essential
company does, the more likely it is that people people and famous artists. That way, you
will be interested in your product. can take advantage of sponsorships for
events like this. With a lot of attention from
many different media, of course, your logo
will show up in these media.

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STRATEGIC APPLICATION
1.Define your strategic 2.Prioritise your objectives
challenge
Multiple priorities dispel strategic focus. So,
A sponsorship strategy is a response to a business or despite the many benefits that sponsorship can
marketing challenge. The first stage in developing a
bring, a good sponsorship strategy needs clarity
sponsorship strategy is therefore, to define that challenge.
of objectives. It needs to allow the team and
our approach to sponsorship strategy begins with a
senior management to understand, buy into and
single-minded focus on the outcomes that represent
articulate the ‘Why?’
organizational value: what problem are we solving and
what future state are we shaping? And in our experience, But the idea is not to persuade everyone to give
the greatest obstacle to successful sponsorship strategy is up on all the other objectives and value-adds, it’s
the reluctance or inability of clients to identify and focus to priorities and structure these clearly to reflect
on key objectives and outcomes. the strategic focus and ensure stakeholders
understand how and at what stage their
dominant interests will be addressed.
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STRATEGIC APPLICATION
3.Map out your touch point 4.Articulate your sponsorship
needs proposition
A sponsorship proposition is a sentence which expresses the
So now you have a clear picture of the strategic
relationship between brand (product), sponsorship (property) in
challenge you’re aiming to address and more broadly terms of the value and benefit it brings. But note that, at this stage,
how you want sponsorship to benefit your business. this is not a tagline. It’s the underlying concept which a tagline may
The next stage is to consider these through the lens of then express. The proposition itself is a planning tool – its
audience touchpoint needs. For the same reason that importance at this stage is because it frequently points towards, or
evaluation begins with measuring awareness, the excludes, certain content areas.
impact of your sponsorship is directly connected to Defining the sponsorship proposition can be as complex an exercise
how your audience engages with it. Without going as defining the brand itself – but the best sponsorship proposition is
into detailed media planning, you’ll need to work indeed the brand tagline because it should already communicate the
through – often with the consumer, channel or essential brand message and because the sponsorship will then
business partner facing leads – the comms or complement other communications and not interfere.
touchpoint journey and needs.
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STRATEGIC APPLICATION
5.Identify suitable content 6.Develop your assessment
areas framework
So now we’re into the more tangible phase and the
area covered by most online articles: how to find Next up comes the assessment framework. Your
the right sponsorship or sponsorships. assessment framework is simply your checklist. It’s
We begin by identifying suitable content areas, largely comprised of the elements we’ve covered
measured against their ability to carry the above. Our practice, to focus our resources, is to create
sponsorship proposition. Let’s use a few examples various levels of assessment, or filters: content area is
again. actually the first, after which audience reach and
relevance is the most immediately helpful as the world
This can be difficult to do without in depth of sponsorship is brutally segmented in this way. As
experience of sponsorship, because it requires an we’ve said elsewhere, beware of agencies offering
understanding of how sponsorships can be silver bullet solutions. Media, social media reach and
structured to deliver a proposition; of what rights- engagement – these are all valuable inputs, but they
holders can be expected or reasonably persuaded to aren’t the whole picture
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accept.
STRATEGIC APPLICATION
7.Shortlist potential platforms 8.Conduct detailed analysis and
due diligence
The final stage is critical. Despite the emotional
Finally, a stage that doesn’t require much explanation!
headwind that may have built up behind certain
This is simply an internal process of deciding which
properties – because they resonate with the
properties, assets or sponsorships make the cut. At
business or quite simply because they’re easier to
this stage, we may well combine options and present
imagine, it’s important at this stage to go deep into
two or three properties as a single coherent solution.
the detail.
The aim is to get down to a shortlist of max five, min
three. Audience figures may well be provided by the
rightsholder – but now is the time to check them.
Syndicated data is a help, but better still go into
market: reach and relevance are your two-key
metrics, because these give you a sense of
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audience potential.
RECOMMENDATION

Companies are constantly invited by various groups to sponsor events, activities, and worthwhile causes.
Companies also actively seek venues where they can get their names before the public. For example, Coca-
Cola has been a long-term participating sponsor of Olympic Games, World Cups, Super Bowls, and
Academy Awards. By shelling out large sums of money, Coca-Cola hopes to gain favor- able public
attention and also treat its associates to big-time events.

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RECOMMENDATION
Companies will put out good money to place their names on physical facilities such as buildings, universities,
and stadiums to keep their names in the public’s eye. Sometimes this backfire.

By partnering with a cause that many people believe in, the company can enhance its corporate reputation,
raise brand awareness, increase customer loyalty, build sales, and increase favorable press coverage.

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RECOMMENDATION
The question is what does a company gain from putting its name on a stadium, a Formula One racing car, a
golf tournament, or an art show? Does it help the company sell more stuff? Most companies haven’t really
thought through their sponsorships. In fact, they often start a sponsorship that they continue indefinitely
because of inertia or from their fear of being criticized for dropping the sponsorship.

Make sure that you decide on the objectives you are trying to achieve with the sponsorship. The money
must have a positive impact on awareness, image, or customer loyalty that somehow turns into more sales.
Ask how much your sales will have to increase to justify the cost. After each sponsorship, do a post audit of
whether it achieves the objectives.

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RECOMMENDATION

Sponsorship can turn out to be either an expense or an investment. If the money doesn’t generate increased sales
or corporate equity, then it is an expense. Companies that want to make the expenditure an investment have to
be much more careful in deciding what to sponsor.

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CONCLUSION

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THANK YOU

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