How do you align sponsorship deals with your sports goals and values?

1 Know your goals and values

Before you start looking for sponsors, you need to have a clear idea of what your sports organization stands for, what you want to achieve, and what you are willing to offer. This will help you identify potential sponsors that match your vision, mission, and culture, and avoid those that might clash with your principles or reputation. You also need to define your sponsorship objectives, such as increasing your budget, reaching new audiences, enhancing your brand image, or creating social impact.

2 Research potential sponsors

Once you have a list of potential sponsors that align with your goals and values, you need to do some research on them. Find out their history, reputation, values, target market, products or services, and current or past sponsorship activities. This will help you understand their motivations, expectations, and preferences, and tailor your proposal accordingly. You also want to avoid sponsors that have a negative image, a conflict of interest, or a competing agenda with your sports organization.

3 Negotiate a win-win deal

When you approach a potential sponsor, you need to present a compelling and professional proposal that highlights the benefits and value of partnering with your sports organization. You also need to be prepared to negotiate the terms and conditions of the deal, such as the duration, scope, exclusivity, rights, obligations, and payment. You want to strike a balance between meeting your sponsor's needs and protecting your interests. You also want to establish clear and realistic expectations, roles, and responsibilities for both parties.

4 Communicate and collaborate

After you secure a sponsorship deal, you need to maintain a good relationship with your sponsor and deliver on your promises. You need to communicate regularly and transparently, report on your progress and results, and seek feedback and input. You also need to collaborate and cooperate with your sponsor on joint activities, such as marketing campaigns, events, or social initiatives. You want to show your appreciation and recognition, and create a positive and lasting impression.

5 Evaluate and renew

At the end of the sponsorship deal, you need to evaluate its effectiveness and impact, and decide whether to renew it or not. You need to measure and analyze the outcomes and outputs of the sponsorship, such as the revenue generated, the audience reached, the brand awareness increased, or the social change created. You also need to assess the satisfaction and satisfaction of both parties, and identify the strengths and weaknesses of the partnership. You want to learn from your experience and improve your future sponsorship deals.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?