How to avoid the 5 biggest misapprehensions while searching for a sponsor
The search for potential sponsors is a hot topic for a lot of clubs and athletes in the world. The Sponsoo-Team lists the 5 biggest misapprehensions to make the search for your next sponsor an easy one.
- Fallacy: Sponsors are gifting money to the athletes
If you think sponsors are just giving away spare money to successful athletes, you are wrong. Sponsoring is characterized by concrete return-services the athletes have to fulfill to eventually get the money. Those return-services mostly consist of providing advertising space (i.e on the shirt or on the advertising-boards along the sidelines of a football field).
Sponsoo-Advice: Inform a potential sponsor about what kind of advertising space you can provide. Be creative! You have a high amount of Instagram-Followers? Why don’t you offer him a mention in your next couple of posts?
There is a higher chance for a sponsorship-deal if you can name specific return-services to the sponsor.
2. Fallacy: The sponsor wants to sponsor me because he likes me
Sponsors have a lot of different interests. A sympathetic appearance might be helpful but is by far not everything. Sponsors pursue at least one of the following goals at all times:
- The sponsor wants to advertise his products or services
- The sponsor wants to increase his recognition
- The sponsor wants to increase his reputation
Sponsoo-Advice: To reach a successful sponsorship-deal, you should always consider the goals your potential sponsor is pursuing and market yourself accordingly. If your advertising-partner wants to increase his reputation, why don’t you offer him a logo on your website that says “booster”. In return, you ask the sponsor for some financial support.
3. Fallacy: A sponsoring inquiry is done in a couple of sentences
Sponsoring is a thing of trust. You can build trust if you act transparent and give important information to your business partners. Sponsors want to know:
- what you want to do with the received money
- what your biggest athletic successes were
- how many people attend your sporting events
- if there are any press-articles of you
- how many people are following your social media channels
Sponsoo-Advice: Add every information you have on the points stated above to your inquiry. The sponsor might only trust you, if you do exactly so.
4. Fallacy: Sponsoring is something only the treasurer has to worry about
It is of the whole club’s interest to find a perfect sponsor. Every single member of the team or club has to feel responsible for the sponsoring search.
Is there somebody in your club who has a background in public relations? Or is there anybody you know who is a winning communicator? If that’s the case, you should immediately put them in charge!
Sponsoo-Advice: Use the potential that lies in your team!
5. Fallacy: Sponsorship-Deals are done with a handshake
It is risky to solidify a deal with only a handshake. There is a high chance of misunderstandings and some points might not be perfectly agreed on. That’s why Sponsoo is offering a model-contract for both parties in case of a finalized deal is reached.
Sponsoo-Advice: Go to www.sponsoo.de and have them help you with searching for a new sponsor! They provide you with excellent phone support as well as a model-contract.