Event Sponsorship 101

Sponsorship 101
The Process Revealed
David Ross
CEO Compete-At.com
Copyright © 2009 Compete-At.com Online Membership Software & Online Event Registration Software
European Council (1981)
• “Sport sponsorship is a mutually advantageous
relationship between people or organizations in which
the sponsor provides benefits for the sponsored in
exchange for an association with a sport, events,
facilities or sport participants.”
European Council (1981)
• “Sport sponsorship is a mutually advantageous
relationship between people or organizations in
which the sponsor provides benefits for the sponsored
in exchange for an association with a sport, events,
facilities or sport participants.”
Olkkonen (2001)
• “I allmähet kan sponsorskapet illustreras som ett
ösesidigt vägönde affäsföhålande mellan två partier som
namnges som sponsorn (vanligt föäetag) och sponsras”
• “In general, sponsorship can be illustrated as a

mutually beneficial business relationship
between two parties being named as sponsor (usually
companies) and sponsored.
Olkkonen (2001)
• “I allmähet kan sponsorskapet illustreras som ett
ösesidigt vägönde affäsföhålande mellan två partier som
namnges som sponsorn (vanligt föäetag) och sponsras”
• “In general, sponsorship can be illustrated as a

mutually beneficial business relationship
between two parties being named as sponsor (usually
companies) and sponsored.
Jiffer and Ross (1999)
• “Sponsorship is a business method for communicating
and marketing which, in the short and long term, has
the aim of contributing to the sponsor’s brand
awareness and image, as well as increasing the sponsor’s
sales. Sponsorship should benefit all those involved, and
lead to a result that can be measured against pre-
defined objectives.”
Jiffer and Ross (1999)
• “Sponsorship is a business method for communicating
and marketing which, in the short and long term, has
the aim of contributing to the sponsor’s brand
awareness and image, as well as increasing the sponsor’s
sales. Sponsorship should benefit all those involved, and
lead to a result that can be measured against
pre-defined objectives.”
David Ross (2008)
• “Sponsorship is a mutually advantageous business
relationship between parties in which the sponsor
provides benefits for the sponsored in exchange for a
result that can be measured against pre-defined
objectives.”
Mutually Business Measurable Pre-defined

Advantageous Relationship Results Objectives
Sponsorship Process
IDENTIFY RECRUIT EVALUATE FULFILL
Who Makes a Good Sponsor?
• Someone who gives you $$$
• Someone who gives you product
• Someone who gives you services
• Someone who adds to the competitor's experience
Why Do They Become Sponsors?
Cornwell and Maignan (1998) Dolphine (2003)

• Improving goodwill • Increase brand awareness
• Enhancing image • Stimulate sales
• Improving profitability • Corporate reputation
• Management interest • Alter public perception
• Build relationships
Jobber (2001)
• Improving community
relations
• Creating promotional
opportunities
How Sponsors Evaluate Opportunities
Communications Objective
• What do we want to achieve with

the sponsorship?
• Is our goal awareness or image,
improvement in community
relations or entertainment
opportunities?
• Does the personality of the event
lay in correlation with the desired
Target Market
• What target group are we

trying to reach?
• Does our customer base
match the audience within
the sponsored event or
program? brand image?
Risk
• What are the associated

risks for the sponsor?
• Could the event or program
attract bad publicity?
• How would a termination of
the sponsorship affect the
image of the sponsor?
Promotional Opportunities
• Do any potential sales

promotions exist?
• Are there any publicity
opportunities?
Past Record
• What were the result for

previous sponsors of the
specific program or activity?
• If previous sponsors have
withdrawn, what was the
reason?
Cost/Return
• Know your market and the

value you bring a sponsor
• Have sponsorship
opportunities at all levels
• Communicate your results
and define tangible goals
Finding a Sponsor
• Previous Sponsors
• Personal Network
• Sport Based Equipment and Supply
• Trying to reach your demographics – Rolex, Korbell
• Untraditional Sponsors – Don’t turn down the little
guy. Make it a habit.
• Local ancillary services – Bar, Hotel...
• Local Municipalities
Sponsorship Fulfillment - Follow Through
• Ask them – Get specifics
• Set their (and your) expectations
• Professionalism
• Website – Compete-At Website
• Tangible / Traceable Results - Show Me the Money
• Compete-At - Notifications
• Compete-At - Rewards Program
• Fulfillment Worksheet
Sponsorship Process
IDENTIFY RECRUIT EVALUATE FULFILL
Sounds like a lot of work?
How am I ever
going to get all of
this done?! Manage your event
efficiently & automate as
much as possible
Sponsorship Article
• For a more articles on this topic visit:
http://blog.compete-at.com
Great sponsors can make or break a sporting event. They
provide the organizers with a host of benefits, such as money,
products and services, as well as prestige and other intangibles.
But many event producers have only a vague understanding of
the nature of sponsorship. By thoroughly absorbing the
author’s four-part definition of sponsorship, event organizers
are much more likely to attract and keep great sponsors. That
definition focuses on creating a mutually advantageous business
relationship that brings tangible and measurable results to the
sponsor. The key to wooing great sponsors is to focus on the
great benefits your event can bring to them.
References
• Cornwell, B. T. & Maignan, I. (1998). An International Review of Sponsorship Research. Journal
of Advertising, Vol. 27 No. 1
• Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate

Communications: An International Journal,Vol. 8 No. 3, pp. 173-186
• Jobber, D. (2001). Principles & Practice of Marketing (3rd Ed.). Berkshire: McGraw-Hill
Publishing Company.
• Mannberg, M & Muotka,D (2004). Sport Sponsorship. Lulea University of Technology
Other References
• Amis, J., Slack, T. & Berrett, T. (1999). Sport sponsorship as distinctive competence. European
Journal of Marketing, Vol. 33 No. 3/4, pp. 250-272
• Bennett, R. (1999). Sport sponsorship, spectator recall and false consensus. European Journal
of Marketing, Vol. 33 No. 3/4, pp.291-313
• Burnett, J., Menon, A. & Smart, D. T. (1993). Sports Marketing: A New Ball Game With New
Rules. Journal of Advertising Research,Vol. 33 No. 5, pp. 21-35
• Henning, Niklas. (2004-04-29). Responsible for Sponsoring and Events at Audi Sweden.
• Javalgi, R., G., Traylor, M., B., Gross, A., C. & Lampman, E. (1994). Awareness of Sponsorship
and Corporate Image: An Empirical Investigation. Journal of Advertising,Vol. 23 No. 4, pp.
47-58
• Kotler, P., Armstrong, G., Saunders, J., & Wong,V. (1999). Principles of Marketing – Second
European edition. New Jersey: Prentice Hall Inc.
• Martin, J. H., (1996). Is the athlete’s sport important when picking an athlete to endorse a
nonsport product?. Journal of Consumer Marketing,Vol. 13 No. 6, pp. 28-43

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Sponsorship 101

The Process Revealed

• “In general, sponsorship can be illustrated as a

• “In general, sponsorship can be illustrated as a

Mutually Business Measurable Pre-defined

IDENTIFY RECRUIT EVALUATE FULFILL

Cornwell and Maignan (1998) Dolphine (2003)

• What do we want to achieve with

• What target group are we

• What are the associated

• Do any potential sales

• What were the result for

• Know your market and the

IDENTIFY RECRUIT EVALUATE FULFILL

• Dolphin, R. R. (2003). Sponsorship: perspectives on its strategic role. Corporate

• Mannberg, M & Muotka,D (2004). Sport Sponsorship. Lulea University of Technology

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