Spread your sponsorship net more widely

June 1, 2020

Sponsors expect more from their sponsorship investment these days. Therefore, sponsorship seekers need to stop and think how to offer a strong return for the investment. The solution: take a more strategic approach. Don’t just do the standard stuff.

If companies are expecting more from their sponsorship budgets, then you should view your sponsorship offer in another light. How can you repackage your offer so it is not merely a sponsorship concept? Look closely at the company you are approaching. Can you restructure your offer so it appeals to other areas within a company? Consider areas whose budgets are healthier than the sponsorship budget, which is usually just a subset of marketing.

Although it is common to approach companies to talk of sponsorships as partnerships, the ensuing agreement usually isn’t really anything like a partnership of equals – in reality the sponsor totally dominates the relationship. The power is almost entirely in their hands. So why bother calling it a partnership?

Call it a business agreement, an investment, or something more upmarket than ‘sponsorship’ and not as fake as ‘partnership.’ Don’t call it a package – not very dignified. The terminology of accepting a sponsorship ‘package’ also subtly implies the sponsor is purchasing the offer and the power lies entirely with them.

Kim Harrison

Kim J. Harrison has authored, edited, coordinated, produced and published the material in the articles and ebooks on this website. He brings his experience in professional communication and business management to provide helpful insights to readers around the world. As he has progressed through his wide-ranging career, his roles have included corporate affairs management; PR consulting; authoring many articles, books and ebooks; running a university PR course; and business management. Kim has received several international media relations awards and a website award. He has been quoted in The New York Times and various other news media, and has held elected positions with his State and National PR Institutes.

Content Authenticity Statement. AI is not knowingly used in the writing or editing of any content, including images, in these newsletters, articles or ebooks. If AI-produced content is contained in any published form in future, this will be reported to readers.

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Further Reading

How you can use AI for your sponsorship proposals

Corporate sponsorship can be a valuable marketing tool for brands to strengthen their image, create greater brand awareness, connect with their target audience, and ultimately increase sales and revenue. On the other side of the fence, raising funds for worthwhile...

How to calculate sponsorship fees

Determining the sponsorship fee you seek for an event is quite a balancing act. The fee being asked is usually best termed the ‘investment,’ which sounds better to a prospect. It is a crucial factor in the success of a sponsored event and can be difficult to...


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