Taking your sponsor for an advertiser is a common mistake by sport clubs all over the world. Though especially the clubs have all it takes to make a difference for their sponsors and treat the sponsor in such a way that they will not only provide him with a good return on investment but even more make him a part of the family and really keep them connected to the club for several years.
What would be the difference you might ask? Well, it is a major difference. An advertiser will pay you to get his message across and get the consumer to buy his services or products right there and then. With the advertiser you would have a strictly business kind of relationship, while a sponsor would be a more warm and committed kind of relationship.
Unfortunately sponsors often become advertisers at local sport clubs. What do clubs offer in return for the sponsorship? Yep, advertising space... On their shirts, on a sign next to the field, in their club magazine or on the website... But advertising space is available all around, local newspapers, radio, TV, flyers,... and let's be honest, often the population reached is often much larger through these media.
For the advertiser frankly your club would not be the best of investments. But sponsoring your club would most likely be a really good investment. The club often offers a positive image, sport is healthy, the direct connection to values such as fair play, respect, team spirit and almost a family relationship with the members. There is life in a sport club, weekly trainings and matches and all kinds of activities bringing the members together. That would offer the sponsor a lot of opportunities to be more than just an advertiser. So propose your sponsor more than just the logo on your shirt or the sign at the club. Present your sponsor with the opportunity to show he's involved with your club and he has a heart for the projects your club has to offer its members. Make your sponsor into a partner with a clear and positive image towards your members. You'll get a happy sponsor because often they are really involved already , but just do not get the opportunity to show this.
How to get things started?
Show the involvement of the club towards the sponsor from the beginning. Sponsor acquisition is more than getting the contract signed and sending out the yearly e-mail asking them if you can send them another invoice. Ask them what is the appeal of your club for them and if they show an interest for a specific project within your club. Look together for those elements within your organization(s) that would best fit the message the sponsor would like to get across.
Offer your sponsors guidance in their communication.
Sometimes they do employ their own communication professionals but no one knows their members like you do. Avoid the typical signs next to the field with all these logos and names and addresses and phone numbers and websites and e-mail and slogans. When did you ever got the urge to immediately call the company the moment you saw his sign or hop into your car and drive to his shop straight from the club. Often you can even hardly read such a sign from across the field.
Keep it short and simple (KISS) ! Logo, company name and website are more than enough. Remember a darker background and white or lighter lettering is often better for visibility. But also remember to communicate what they are sponsoring exactly. Maybe you could have the same background color for all signs of sponsors related to your youth academy for example. Another idea would be to name a sponsor of the week, get a special sign focusing your members on his sign at the club and communicate about this through all of your other media. Make the connections, create the involvement!
If you communicate about your sponsors (and do this regularly!), do not forget to mention each time why they are sponsoring you and to which project their heart goes out. Ask your sponsors for special member benefits (special discounts, host info evenings about investment strategies if your sponsor is bank of injury prevention if he is your local physiotherapist,...specifically for your members ). Bring the sponsors close to your members, it'll benefit the sponsor, your members and your club! Introduce your sponsors to each other, get them together in a business club or organize some sponsor dinners, introduce them (person to person) to your members at home games. Make the connection between your sponsor, your members and your club and you will do well...
Just do it :-)
Possibilities and opportunities are infinite. You will find the people both among your sponsors and within your club who are willing to think and work alongside with you in creating the mutual added value. Both your sponsors and members will be inventive and active, if you show them the way. And remember, getting the involvement among all concerned is the key to success.
A contribution by Compete-At.com
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