Image credit:
Ververidis Vasilis/Shutterstock.com
Image credit:
Ververidis Vasilis/Shutterstock.com
Sports Business/08/16/2024

Finding sponsors: 5 tips for the path to partnership

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Sponsorship goes far beyond mere financing. Sponsorship is not one-sided and benevolent support, but a strategic counter-transaction that is of great importance for companies as well as for clubs and event organizers. Hans-Willy Brockes, CEO of ESB Marketing Netzwerk, is a pioneer in the world of sponsorship. He shares his valuable experience and tips on how to successfully find sponsors and build long-term partnerships.

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Presented by SPORT MARKE MEDIEN
Think tank and congress at the same time: "SPORT MARKE MEDIEN" brings together the players of the sports ecosystem at the leading international trade fair ISPO Munich. Be part of the future of sports marketing and let's drive innovation together!
01

Finding sponsors = seeking strategic partnerships

Sponsorship is much more than financial support - it is a symbiotic relationship in which both parties benefit from each other. Sponsorship is not a charitable gift, but a quid pro quo. If you want to find and win over sponsors, you need to know their motives and the goals of the potential sponsor. At the heart of the matter is the question of which target group the company wants to reach. Is it existing customers, potential customers or new employees?

02

Professional sponsoring concepts instead of unstructured requests

Many sponsorship requests fail because they are unprofessional or not well thought out. Begging letters have no place in sponsoring - they won't find sponsors. A solid concept is required that clearly demonstrates the benefits for the sponsor. The offer should be tailored precisely to the potential sponsor and take their specific needs into account. The concept can, for example, be based on awareness and perception, image improvement, sales promotion, increased turnover, employee retention or recruitment.

03

Finding the right sponsors

Sponsorship is a chameleon. The sponsor seeker generally adapts the sponsorship offer to the needs of the respective company. There are synergies insofar as companies in the same sector also have similar needs. It therefore makes sense to systematically offer a sponsorship package that is geared towards one industry to various companies in the same industry until a partnership is established. If you identify companies that pursue the same values and goals, a sponsoring relationship is established. Whether this happened in the following example is questionable:

04

Strengthening employer branding through sponsoring

Employer branding is a new and strong trend in sponsoring. One example of this: Companies such as Rheinmetall use sports sponsorship to present themselves as attractive employers. In times of skills shortages, companies are desperately looking for employees, and a strong sponsorship presence can help to attract potential applicants and motivate existing employees.

05

The future of sponsorship is digital and individual

The technical possibilities in sponsorship are developing rapidly. The general drivers are digitalization and, of course, artificial intelligence in particular. Sponsorship advertising will soon be tailored not only to individual countries, but even to individual users. Digital channels offer countless new opportunities to place sponsors and play out messages individually. This means that more and more sponsors can be found that are specifically tailored to your own needs.

Conclusion on the topic of finding sponsors

Sponsorship is a versatile instrument that goes far beyond the mere financing of sport. It requires strategic planning and a deep understanding of the sponsor's goals if you want to find good and sustainable sponsors. If you follow these 5 tips, you have a good chance of establishing successful and long-term partnerships. You can find out more about this topic on December 2 and 3, 2024 at Sport Marke Medien as part of ISPO Munich.

12/02 - 12/03/2024
SPORT MARKE MEDIEN 2024
"From sport, for sport." Under this motto, the new industry summit "SPORT MARKE MEDIEN" brings together the players of the sports ecosystem at the leading international trade fair ISPO in Munich.
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