Think Sponsorship from the Start

It is the stamp of a successful event to be able to successfully attract sponsorship from brands and thus enable an event to grow. However, the question often asked by organisers is when to approach potential sponsorship. Many will fall into the trap of leaving it too late for brand involvement and miss an opportunity to subsidise and support their event. Here are a few tips that will help you when you’re creating an event to help maximise your chance of securing sponsors:

 

  1. Engage Sponsors through the whole process

A successful sponsorship involves ways in which a brand can be interwoven throughout all aspects of the event. Initial communications and marketing to ticket sales and the event itself are all valuable assets that sponsors can utilise and you can monetise. Through connecting with sponsors in the planning stage you can create your event with bespoke brand opportunities for each sponsor and activate them properly given you have the time.

Bringing on a new sponsor late in the game can often seem rushed and doesn’t leave a sponsor feeling like they got the most out of their investment. The sooner you sign a sponsor the more they can integrate and ultimately, they will pay more for it.

 

  1. Don’t approach just any brand

When you are approaching sponsors for your event, stop and think why this particular brand? Can they add value to my event, can they provide product, and even more importantly, what can I offer to them that they can’t get anywhere else? You need to be able to justify why your event will benefit their brand because sponsorship is not charity, it’s a partnership.

The key is to approach brands that will resonate with your event’s audience because ultimately, corporate sponsorship is a form of advertising for a brand. You need to be able to show the benefits to the brand not only at the point of sale but also throughout and post your event so they will renew and upgrade on investment, continuing their support in years to come.

 

  1. Don’t just pull a price out of thin air

The most common mistake you can make when approaching sponsors is not valuing your assets properly. Knowing the value of what you are offering a sponsor is crucial because no brand will pay for something they don’t believe they will get a return on. You also must recognise that the brands you approach see sponsorship proposals every day and can tell if your offering is worth the investment you are asking for.

Think logically- if you need £100,000 for your event but you only have £25,000 worth of sponsor assets, you don’t charge one sponsor £100,000, you find four sponsors instead to cover your costs. You need to be practical. Would you pay four times the price of anything? No! Nor should you expect that of your sponsor.

5 Things I Learned On Necker Island

We recently completed our first year of sponsorship for the Extreme Tech Challenge – the world’s largest startup competition highlighting companies that are literally changing the world, which culminated in a very exciting XTC Finals on Sir Richard Branson’s Necker Island on February 2nd.  Here are some of the things I learned while surrounded with the world’s most impressive and forward-thinking tech start-ups:

 

1.    Sponsors like the sun.  We have worked with many events all across the world, but turns out when the sun shines, sponsors shine too.  Will make more of a note to take on more clients that have tropical destinations for the future.

 

2.    Small numbers mean big opportunities.  Due to the size of Necker Island, the XTC Finals is limited to 100 attendees.  Usually with sponsorship, the bigger the audience, the more valuable the rights fee.  However, in this case, you have the actual opportunity to really meet and have meaningful conversations with everyone.  Rather than being pushed to a table at an Awards ceremony, real friendships were made and business was being done because it was easy to do so.

 

3.    Remoteness creates more sponsor engagement.  Because the British Virgin Islands are so remote (it took me 20 hours to get there with two flights, one ferry, and a ride in the back of a pickup truck) most people wanted things to do, and one way or another, you ended up running into people that were at the event throughout the week.  It became a mini community where tech and entrepreneurship met at the beach over Painkillers (the local drink) and ran into each other in truck taxis and ferries all over the island.

 

4.    The kids are alright.  Of the three finalists, two were under 25.  When you look at the actual impact of their companies on the world (Cresilon is a revolutionary material that stops bleeds in seconds and ReDeTec has made 3D printing accessible and sustainable), it blows your mind.  This really is the future, and it’s pretty damn exciting.

 

5.    Sponsorship has the power to create life changing experiences.  The most unforgettable moment was witnessing the power of sponsorship on individuals.  As part of sponsor iTutor Group’s activation, they took 10 of the top female CEOs in Asia to the XTC Finals on a super yacht.  Super yacht aside, the women were so incredible in their own right and at every point throughout the day they talked business – to each other, to the sponsor, and even to me.  More incredible still was that many of the women hadn’t even been in the water before – so it became a week of overcoming fears, a week of firsts, and most importantly, a week of growth.  The fact that this was delivered as part of a sponsor activation is what makes it so meaningful and impactful.  Rather than just bask in the glory of being a sponsor, iTutor Group made a real impact in their own community and in the lives of people they are wanting to champion in their country.

 

I’d definitely encourage you to have a look at some of the entries from our competition this year.  And if you want more Necker Island photos, you can view them on my Instagram.

3rd Annual XTC 2017 Concludes on Sir Richard Branson’s Necker Island – Congrats to Winner VANTAGE ROBOTICS!

After narrowing down the competition at CES 2017, the final three competitors headed down to the Caribbean for the finals.

XTC Finals – Necker Island, British Virgin Islands – The race to Necker Island culminates with an unprecedented, photo-finish judging: Separated by less than half a percent in point total, Vantage Robotics is named of winner of Extreme Tech Challenge 2017!

XTC 2017 Champion Vantage Robotics (San Francisco, CA) has created the best flying camera in the world, making it easy and safe, for anyone to capture stunning aerial video and stills. Their team includes DARPA Grand Challenge winners, IDEO alumni, and experienced entrepreneurs spearheaded by founders Joe van Niekerk and Tobin Fisher. Three years ago, Tobin Fisher, CEO and co-founder of Vantage Robotics, cut his hand on a plastic-bladed quadrotor; inspired by his injury, he set out to design flying cameras with the same ease of use as products he helped create at IDEO. Vantage’s first product, Snap, is a fully portable, safe, and incredibly easy-to-use 4K flying camera.

Tobin Fisher remarks: “We’re honoured beyond words to be selected amongst such a prestigious group of companies. After working on hundreds of product iterations over four years to realise the goal of true freedom of perspective for aerial video, we feel incredibly grateful to get this level of recognition for our solution from such an amazing group of judges. Thank you to Bill Tai, Sir Richard Branson, the judges, XTC, and everyone else who believed in us along the way.”

As the last rays of sunlight fell across the glistening beaches of Necker Island, the evening gave way to the final round of the swift competition. Each finalist took to the stage to present their ventures to the final round of judges and – for the first time ever – to a global audience via MaiTai Global’s livestream. Following an intensive Q&A with the three finalists, the judges deliberated privately to determine the winner, which proved to be a tight race down to the last minute.

Winner Vantage Robotics was selected by a prestigious panel spearheaded by special guest judge Sir Richard Branson, who hosted the final round of the challenge on his own Necker Island. Branson was joined by Venture Capitalist Jim Breyer, Founder and CEO of C3 IoT Tom Siebel, CTO for the Hillary for America campaign Steph Hannon, Co-founder and Managing Partner, Aspect Ventures Theresia Gouw, and Chief Operating Officer, iTutor Group Jerry Huang.

An all-encompassing experience, the judges expressed excitement over the integral role they played in shaping the challenge and the calibre of competitors XTC draws. “The process was fascinating; the contrasting teamwork, listening skills, intense passion – all of this was demonstrated in all three of the finalists and that part of it was really exciting. I congratulate the XTC team for pulling all this together; great deal of fun, intellectually energising and very enjoyable.”Jim Breyer, Founder & CEO, Breyer Capital

“The ambition and innovation of all the contestants was mind-blowing, including the semi-finalists, each of which could have taken the top prize. The judges deliberation was intense as Vantage Robotics and Cresilon were a dead heat by our scoring system.”Steph Hannon, CTO for the Hillary for America campaign

A fierce competition spanning several months and crossing three critical judging platforms, XTC invited over a thousand world-class entrepreneurs to showcase their cutting-edge innovations. The contest is designed to provide winners with valuable infrastructure to scale at low incremental cost, and exposure to a network of world class advisers to help them turn their venture into a successful business. With the first two rounds of the competition taking place at MaiTai Global’s annual Ocean Gala in December and the world’s largest consumer electronic showcase in January at CES® 2017 Las Vegas, XTC traverses the globe in search of the next great startup.

As part of the Finals, Special guest judge Sir Richard Branson took to the stage to deliver his take on winning company Vantage Robotics: “There’s fantastic intensity around the Vantage Robotics team, the judges thought it was wonderful the way they have driven towards simplicity. I personally think the market is very large and I just love the product…and the fact that it’s not going to cut your head off.”

Congratulations to the Extreme Tech Challenge 2017 Participants!

Redefining the way military, first responders, and doctors handle medical emergencies, Second Place Runner Up Cresilon (New York, NY) is a plant-based hemostatic gel that accelerates the natural blood-clotting process. Founders Joe Landolina and Isaac Miller are connected by one shared mission: to improve wound care and advance the standard of medical treatment.

Third place finisher ReDeTec (Toronto, CAN) is the producer of a desktop filament extruder and recycling unit for 3D printers. The innovative company creates novel plastic processing technology with significantly reduced energy and space requirements, freeing plastic recycling from the factory floor and making it a much more accessible technology for everyone. ReDeTec is the brainchild of Dennon Oosterman and Alex Kay, who deliver a free, safe way to recycle virtually anything plastic.

Joining the XTC Finalists onstage was winner of principle sponsor iTutorGroup’s China Vertical, Co-Founder of Best Sign, Joy Wan. Best Sign allows users to view, sign and send important documents from anywhere in the world and has the industry’s first ISO27001 international safety certification, providing comprehensive, financial-level security.

XTC is presented by MaiTai Global, a vanguard collective of the world’s leading entrepreneurs, creators, and athletes. Participants combine their energy, network and resources to help each other achieve professional success, pushing the limits of work and play while also fuelling philanthropic activities around the world.

MaiTai Global would like to express their deepest gratitude to the 2017 Sponsors: Founding partner iTutorGroup, Semi-Finals partner CES® 2017 and vertical sponsors Deloitte, Dianrong, IBM, Living In Digital Times, Treasure Data, VR Fest and Zoom for their generous support and insight to further enhance the XTC experience for both participants and spectators.

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Slingshot Sponsorship Wins European Sponsorship Association Rights Holder Award 2016

Slingshot Sponsorship has won the Rights Holder Award for the second consecutive year, at the 2016 European Sponsorship Awards for their work with Snowboxx Music Festival. The category celebrates the rights holder that has gone out of their way to support sponsoring brands, offering innovative solutions and opportunities.

 

With Snowboxx confirming the relocation of the festival to a substantially larger site in 2016, Slingshot were appointed to complete a strategic analysis of the property in order to utilise sponsorship (both funds and contra) to ensure an effective and profitable transition.

 

Since the launch of the event in 2012, the event had only ever secured 1 sponsorship from a brand. Within 3 months, Slingshot and the Snowboxx managed to secure crucial additional revenue and support from 3 global brand partnerships with Coors Light, Rockstar Energy Drink & Jungfrau, which ultimately contributed towards a sold out festival and through integrating bespoke brand activity the festival experience was enormously enhanced.

 

Slingshot approached Coors Light with an integrated proposition to support the brand message of #DammeCold and the positioning as the ultimate in ice cold refreshment. Coors Light signed as the ‘Official Beer Partner’ of Snowboxx Festival 2016. Utilising the natural synergies through the shared passions of music and the cold nature of the event Coors Light developed a sponsorship campaign focused on digitally amplifying onsite content & activity to the wider UK audience.

 

Slingshot also brokered the partnership between Snowboxx and Rockstar Energy Drink the ‘Official Energy Drink’ for Snowboxx Festival 2016. Rockstar Energy Drink has always had a close connection with music and winter action sports and as such the partnership was a natural fit. Rockstar Energy Drink were granted use of use of a range of Snowboxx imagery and assets as well as the support of VIP competitions to offer attendees the opportunity to experience Snowboxx 2016 as a true Rockstar.

 

Jackie Fast, MD of Slingshot Sponsorship was absolutely thrilled to win the award, commenting:

“Absolutely delighted to win this prestigious ESA award for the second year in a row, thank you to ESA for supporting the work that Slingshot does with rights holders. We are so happy to have helped Snowboxx enhance their event and look forward to seeing this event continue to flourish in years to come.”

 

The winners of the European Sponsorship Association Awards were announced at the awards ceremony in London on Thursday, 9th February 2017.

 

www.slingshotsponsorship.com

Slingshot Sponsorship is an innovative strategic sponsorship agency based in Central London with offices around the world.  Slingshot works across all industry sectors to help organisations identify, create and optimise assets so they become engaging marketing opportunities for brands to partner with.  Clients include diverse verticals such as publishing, events, music artist rights, award programmes, music festivals, and charities – all with a desire of pushing the boundaries in traditional sponsorship.

For comments and information, please contact Kieran Morris:

Telephone: +44 (0)207 226 7839

Email: kieran@slingshotsponsorship.com

Standing Out from the Crowd

The digital music streaming industry has become extremely crowded in recent years with several leading companies vying for market share and growth. In order to differentiate themselves, the major competitors are choosing ever varying strategies, with sponsorship emerging as one of the most innovative.

As of September 2016 over 100 Million users worldwide paid for a music streaming service, a figure that is constantly growing. The most streamed songs on Spotify, the world leader in terms of paid music streaming services, have over 900 million listens. Spotify, along with Apple Music, Tidal and Pandora (US only) have emerged as market leaders with others such as Deezer and Soundcloud also competing for the same substantial audience.

The key way these companies have tried to differentiate so far is through unique content. Tidal offer exclusive, high quality music videos. Artist exclusivity is also a tactic used by Tidal, as well as Apple Music, while Spotify has concentrated on having the largest offering.

Deezer has recently adopted a new tactic of differentiating through sponsorship. Deezer, a French based company with 6 million users worldwide, has partnered with Manchester United Football Club and Barcelona Football Club as “Official Music Partner.”

Traditionally Deezer has relied on B2B deals to increase its user base through partnerships with mobile networks. This new approach showcases Deezer adopting sponsorship as a key part of their marketing and expansion strategy. Deezer will appeal directly to consumers, encouraging them to download the app out of choice, rather than receive it through a tie in.

This innovative partnership with football teams works particularly well given the strong link between sports fans and music fans.  Whether unveiling a new player with the help of a musician, as Manchester United, Adidas and Stormzy recently did, or the frequent appearance of new bands on popular TV show Soccer AM.

Deezer are guaranteed to meaningfully engage this audience as players will create new playlists which fans can download. Deezer will also be responsible for the music on match day where further activation and consumer engagement will be possible. Deezer will not only benefit from the direct access to fans, but association as the music streaming service for sports fans.

Deezer are attempting to open a whole new channel to reach consumers, purely through sponsorship. Of course, Deezer’s competitors may choose to replicate this strategy, but Deezer’s imagination and creativity in using sponsorship as a differentiation tool gives them first mover advantage and a perception of originality that is crucial in such a competitive market. This is a demonstration of the power of sponsorship when seeking to stand out from the crowd.

2017 Extreme Tech Challenge Top 3!

Having edged past twenty five progressive and worthy competitors from across the globe, the 2017 Extreme Tech Challenge Finalists represent an expansive breadth of industries: hemostatic solution innovators Cresilon (New York, NY), filament recycling startup ReDeTec (Toronto, CAN) and hi-tech aerial camera specialists Vantage Robotics (San Francisco, CA).

The Semi-Final round proved to be a photo-finish race for the finalists, who pitched their fledgling ventures live onstage alongside their Top 10 contemporaries under the glittering Las Vegas skyline. Impossibly close to call, the Top 3 were ultimately chosen by a collective of tech’s most brilliant trailblazers. President and CEO of Consumer Technology Association Gary Shapiro presided at the helm of the judges’ table, accompanied by Founder and Managing Partner of SoftTech VC Jeff Clavier, Director of Intel Capital Christine Herron, Founding Partner of Pacific Investments and Innova Capital Fund Veronica Serra, Founder and Managing Partner of Binary Capital Jonathan Teo and Founder and CEO of Dianrong, Soul Htite.

CONGRATULATIONS TO THE 2017 EXTREME TECH CHALLENGE TOP 3!

Redefining the way military, first responders, and doctors handle medical emergencies, finalist Cresilon is a plant-based hemostatic gel that accelerates the natural blood-clotting process. Founders Joe Landolina and Isaac Miller are connected by one shared mission: to improve wound care and advance the standard of medical treatment.

Producer of a desktop filament extruder and recycling unit for 3D printers, finalist ReDeTec creates novel plastic processing technology with significantly reduced energy and space requirements, freeing plastic recycling from the factory floor and making it a much more accessible technology for everyone. ReDeTec is the brainchild of Dennon Oosterman and Alex Kay, who deliver a free, safe way to recycle virtually anything plastic.

Third finalist Vantage Robotics has created the best flying camera in the world, making it easy for anyone to capture stunning aerial video and stills. Their team includes DARPA Grand Challenge winners, IDEO alumni, and experienced entrepreneurs spearheaded by founders Joe van Niekerk and Tobin Fisher. Vantage’s first product, Snap, is a fully portable, safe, and incredibly easy-to-use 4K flying camera.

The Finalists will now face the most stringent and final round on Necker Island, pitching their venture to Sir Richard Branson alongside 2017 Finals judges including venture capitalist, founder and CEO of Breyer Capital, Jim Breyer, Veteran software entrepreneur and founder of C3 loT, Tom Siebel, Managing Partner of Aspect Ventures, Theresia Gouw, CTO for the Hillary for America campaign, Steph Hannon and COO of the iTutor Group Jerry Huang.

Looking ahead to what awaits Necker Island, Finals Judge Steph Hannon remarks:“The discipline, focus and passion of extreme athletes is mirrored in exceptional entrepreneurs. I can’t wait to see limits pushed and peak performance achieved when groups of both gather for XTC finals on Necker Island.”

The formula for a killer proposal

An illuming proposal gets the client instantly engaged. It is a direct reflection on the company. A proposal speaks louder than the initial conversation with a client, if the proposal looks amateur, it completely kills the vibe. The proposal is just as, if not more, important than the first call to a potential sponsor.

In the sales process, once you’ve had a great conversation, inevitably the prospect will ask for a proposal. This will be shared internally, with decision makers, CEO’s, Managing Directors and without your input. So, imagine if it’s rushed, unclear or amateur, it will kill all opportunities, even if you had a great conversation initially.

There are two key areas of a great proposal that should work harmoniously together; Content and Design

Content

The content should be clear and to the point and seen as a solution for a brand, it is very important to do the research into a brand before you start the content. Tailoring to individual brands help personalise the proposal and will resonate well with them.

 1 Be concise

Be clear and straight to the point, keep the text to a minimum to make it easier to have quick impact.

2 Focus on the Sponsor

The focus should always be with the brand, and how it can impact them. Do your research, consider their objectives and programmes and outlines these.

3 Tailor

Tailor the proposal to each individual brand to show how sponsorship can maximize potential and increase value to their business. This is the most important element, show how to achieve their business objectives.

Design

The visual elements create the overall impression to the sponsor, and are just as important as the content itself. The design of the proposal needs to be strong and stimulating, what we see influences the way we perceive information. The content should be complemented by the design.

The two key elements for professional design is to be easy to read and highlight key information. There are four design tools to use when designing a proposal, these can be learned even if you don’t regard yourself as a designer:

 1 The use of Infographics

Visual representations such as Infographics allow data to be easily and quickly presented. Think of social media reach, demographics, media exposure figures, these are all perfect for infographics.

 2 Contrast

Using contrasting colours or shapes creates more impact. Use bold images to complement the text.

3 Repetition 

By repeating colours and shapes, you create consistency throughout. Utilise brand guidelines if you have these, if not, get creative!

4 Alignment

Making sure text and images are aligned creating an easy flow

5 Proximity

This is making sure text and images are well spaced on a layout. Use hierarchy to highlight more important information.

A proposal showcases a solution, by combining concise text that centres around the brand with stimulating imagery, you create a killer proposal. This could be the difference of securing the sponsor and not.

The Hunter Becoming The Hunted.

Rights holders have always been perceived as the hunter; approaching brands for sponsorship in order to boost their commercial revenue streams. However, as a rights holder continues to develop and provide brands with clear ROI’s and opportunities to achieve their corporate objectives, perhaps the hunter may well become the hunted.

Sponsorship, when executed correctly, is fast becoming the most effective form of marketing, allowing brands to engage and truly connect with their desired audience – resulting in a host of positive outcomes for the short and long term for the brand.

Generally, the most crucial consideration for a brand when deciding whether or not to sponsor a platform is ROI, therefore a rights holders needs to prove that they can generate ROI for that brand or they have next to no chance of doing the deal.

In order to be successful in securing brand partners, rights holders have to understand that one size can’t fit all. Rights holders need to align their assets appropriately in light of what brands are trying to achieve and what their ambitions are. For example, a brand with the objective to increase positive brand association across a mass audience will require many different assets to that of a brand wanting to create specific B2B opportunities.  To create customer relations; rights holders need to offer assets that enable brands to engage with their audience, allowing them to create sustainable relationships and opportunities to positively re-brand their image utilising your properties social media channels and key influencers.

Sponsorship is valuable because it provides brands with the potential to benefit all departments of their business. Opportunities include on-site marketing activations to generate sales, community engagement, engaging employees and much more. This puts rights holders in a prime position, possessing unrivalled opportunities for brands are looking to get their hands on as a cost effective alternative to standard forms of marketing.

We are progressing to a stage where brands are beginning to realise the true value of sponsorship when executed effectively and as rights holders begin the master their propositions we may soon see a time where brands start pitching to rights holders. However, for this pendulum to swing, rights holders must continue to invest in developing their propositions in the ever evolving world we live in.

My Sponsorship Predictions 2017. 

I predict a big year for sponsorship.  It’s been steadily gaining a bigger seat at the big boy table, but this year I anticipate it will accelerate at great speed.  We have seen big brands slowly start to pull away from badging and into more integrated experiential campaigns – lead by partnerships, whether in a traditional rights holder/sponsor sense or through multi-agency collaboration.  The value of Big Data is finally being understood by the ‘every brand’ and implementation of data is finally getting into Star Wars territory (A.I. and more).  As a bit of a geek myself, I am truly excited for 2017.

But at the heart of sponsorship and at the heart of sales for any business is the audience – which is why I predict 2017 to be big for our industry like never before.

Here are the trends I think we’ll see:
1.    Young blood, new ideas: Sponsorship as an industry has grown and more university students are realising that if they can’t be the next David Beckham, then they could perhaps work in football through sponsorship.  We’ve seen a significant increase in university students applying for internships and placements in the last year.  Once these kids are out and start working, I think we’ll see a shift in process with some of the more traditional sponsorship agencies – and the creative that comes out of them.

2.    Consolidation makes way for the little guy: A number of long-established sponsorship agencies got bought, sold and acquired last year (Brand Rapport, Brand Meets Brand, Generate Sponsorship) and I predict we’ll see a number of new start-ups in the sponsorship space launching in the next 6 months.

3.    Consolidation lends to campaigns rather than ad hoc projects: With a number of long-established sponsorship agencies merging/selling into larger agencies with additional disciplines, the aim will be to create a more integrated approach for their clients.  This type of business is more beneficial to clients through a long-term approach so I predict the desire of these agencies to focus on campaigns and retainers.  This may create opportunities for other agencies to scoop up the ad hoc projects throughout the year.

4.    Big brands taking on transformational sponsorship: Transformational sponsorship is sponsorship that shifts an entire business practice.  Rather than being stuck moving the needle in the marketing department, Boards are starting to realise that integrating sponsorship can impact the entire organisation.  We have had more requests from brands last year to help them integrate transformational sponsorship (or sponsorship without logos) than we have had in our 6-year history.  This trend is sure to continue.

5.    The ‘British Brand’ of sponsorship agency makes bigger waves overseas: Slingshot now has more than 35% of our retained clients headquartered overseas, with 60% of our clients international and the remaining national in the UK.  This is a radical change from a couple of years ago when we only worked with local clients on local programmes with maybe a handful of smaller international projects.  As technology makes the world smaller, there is greater opportunity to expand and grow market share elsewhere.  I believe this trend will continue with both an influx of international agencies working in the UK and UK agencies getting brought in for more international pitches.

However you look at it, I think 2017 will be a very exciting year – best of luck!

*I was 4/5 on last year’s predictions, to see last year’s predictions click here.

The Do’s and Don’ts of Valuing Your Sponsorship Platform

 

Rights holders often value their sponsorship packages based on how much funding they need to run their respective property. The reason brands sponsor properties is because the ROI exceeds that of a traditional media buy, therefore the value of a sponsorship package needs to tangibly relate to this and prove it’s a better option so here are a few do’s and don’ts of valuing a sponsorship platform.

 

DO benchmark against competitors, find out how much similar properties are charging for sponsorship to understand if you’re on the right lines – think about what you can offer sponsors that they can’t.

DON’T benchmark against properties that are in a different league, there is a tendency to compare a property to the biggest and best rights holder in the given field. This will not work, unless you actually are in their league.

 

DO measure how much reach and coverage a brand will receive as a sponsor then compare this to the fee a brand would ordinarily have to spend to reach this number of people – this can be worked out by finding the average CPM (Cost Per Thousand) for the given platform.

DON’T forget to measure the sponsor impact on each asset. For example, a brand’s logo may be included on the press board at a launch event, however if it is one of 10 other logos the sponsor impact is 10% so the cost needs to reflect this – total cost of asset is £100 so valuation would be £10 for each sponsor.

 

DO tiered sponsorship packages – as long as the assets are able to be split out. Not every brand will have the budget or resources for the entire sponsorship fee so have lower packages available.

DON’T allow brands to pick and choose exactly what they want, this will create a lot of work and a sponsorship package is not a supermarket.

 

DO gear the final sponsorship fee to reflect how many competitors are in your field, if you have a lot of competitors pricing needs to be competitive.

DON’T charge a sponsor the total value as you price it out. A sponsorship package represents value to a brand vs. buying advertising so if your valuation is £1million (media cost) your sponsorship fee needs to be less than this.

 

Following these do’s and don’ts will not make sponsors begin writing you cheques for millions, but it will get you on your way to valuing your sponsorship correctly and understanding what you can offer a sponsor. If you need any further help with this or have any questions feel free to get in touch with us and we’ll be happy to help.

 

M: +44 (0)79 2182 3069

T:   +44 (0)20 7226 5052

Twitter: @Slingshot_UK

www.slingshotsponsorship.com

 

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