Sponsorship Packages Used to be for the Sports Industry Only; Times are Changing

Everyone knows that commercials that air during Super Bowl are among the most, if not THE most expensive sponsorship packages around. Why is this? Is it because football is such an amazing sport? No!! It’s because the Super Bowl attracts record audiences globally and brands want to connect with as many potential consumers as possible.

Chances are, your company doesn’t have the money to advertise during the Super Bowl. The beauty of this, is that alot of your clients and suppliers probably don’t either. And truthfully, they would rather connect with a smaller, more engaged group of consumers anyways. This is your golden ticket to help not only increase your companies earning potential, but also a way to reduce or eliminate money from “slipping out the back door”.

Over $13 billion dollars were spent on sports sponsorship packages last year, followed by $2B in entertainment, $2B in cause marketing, $1B for the arts and another $1B at festivals and fairs. Ten years ago, over 95% of all sponsorship dollars were spent on sports – and the interesting number here is the increase in dollars spent on business meetings/events and associations. It was obsolete 10 years ago and now close to $6 million was spent in this arena just last year – and is growing quickly.

So how does your company take advantage of these unique sponsorship opportunities? It’s quite simple, but most companies aren’t aware of what they have to offer.

How to Put Together a Sponsorship Package for your Business

The trick to a sponsorship package is not the space itself but the access to your own companies audience. Let your sponsors COME with you! Sponsorship packages aren’t a donation or a favour; they are inherently an opportunity for the sponsor to connect with a new audience – your trusted audience.

Where does this audience come from? Keep doing what you’re doing. Continue to publish a blog 1-2 times per week, update your website regularly, write e-zines and articles, throw events. All of this unique content creation allows you to build a loyal group of followers through social media, organic SEO and increased traffic to your website. By building your audience, you are building business capital – and the opportunity to build a  very attractive sponsorship package for your clients and suppliers who would love to connect with them.

If you are a regular client to a supplier, say for example, an SEO company or a printer, you are generating consistent income for them. Well, business is a two-way street and they should also be giving you some of your money back. “Help me, help you” so to speak. But you need to ASK and give them an opportunity to do so.

These days it’s becoming increasingly difficult to get people’s attention, so companies are looking for unique opportunities to build relationships with new consumers. This is your unique selling proposition for your sponsorship package. What you would normally spend money on? This could range from signage, printing, transportation, badges, web design to event security, bar, hotel and more. All of these things can be offset or covered by your sponsors. This is especially enticing to anyone who wants access to what you already have – your supporters and inner circle.

Put your pen to paper and draft a sponsorship package with different levels. Offer to include their branding on a mix of items that could include all or some of the following…
1) Website: e.g. your home page could feature a few sponsors which is prime real estate, while another company could sponsor your weekly blog post
2) Monthly Newsletter: brought to you by…
3) Mobile Applications
4) Event Collateral such as invitations, flyers, programmes
5) Social Media: twitter, facebook, linked in, instagram. Be sure they understand your #’s. If you have 50K followers, make this known.
6) Magazine Articles: say thank you in the author’s box
7) Boot Camps & Retreats build credibility
8) Webinars
9) Online TV Shows
10) Swag Bags
11) e-books or Published Books
12) Breakout Sessions
13) Hotel Keycards
14) Social Media Lounge

The list could go on… Events are an excellent way to generate extra income with a sponsorship package, but so is your regular business. You have one business, but you can have MANY sponsors and you should be requesting a long-term sponsorship ranging from one to three years+. You need to spend time putting together a sponsorship package that is professional, presentable and outlines the opportunities to connect with your audience. Include the what, the who and the how. Let your sponsors come with you. This is a win-win situation for everyone.

So, what’s stopping you from putting together a sponsorship package today?