Everyone makes mistakes. Its life, and its how we all learn. I would find it hard to believe that the cure for Polio was found on the first attempt. Keeping that in mind, teams and leagues, especially those that are under funded or not well organized, tend to make similar mistakes when it comes to sponsorship sales.
Developing sponsor partnership’s is a critical component to any successful operation. It helps teams finance travel costs, equipment and other costs. At the same time, it has to be remembered that it is a partnership, and sponsors benefit from increased exposure and a positive marketing opportunity.
Finding team and league sponsorship opportunity is not an easy thing to do. Doing so requires two parties to align their interests and a lot can go wrong during that process. One mistake and you might lose a deal for good.
These are five very common mistakes that are made by teams and leagues when trying to develop a successful program. These usually aren’t the only five mistakes, but these represent very common issues.
- There is not a single person in charge.
Being effective in selling sponsorships, does not take place by committee. Success does not come from the “shotgun” or “machine gun” spray approach.
There should be only one person in charge. One person responsible for success or failure of any given plan. One singular message, and one person delivering it consistently.
2. The Sponsorship sales approach is one sided and all about the team selling the package.
Sponsorship sales is not about begging for money. It is about creating mutually beneficial relationships, that not only generate the team or league income, but produce a measurable rate of return for the sponsor.
Measurable rate of return can be calculated in many ways, as not every sponsor has the same goals. It is by remembering that it is the sponsors goals they need to fulfill, that will allow the team or league to develop the right program for that sponsor.
3. Looking unprofessional.
If you look like you work in a used car lot, you can’t expect to sell a Rolls Royce. Like any other interview you never get a second chance to make a first impression. Image is critical.
If your website is bad, or if other marketing materials are not put together well, you will fail. The message that sends is simple. If you don’t care enough about yourself to do the best for yourself, how can you be expected to do the best for your sponsor?
4. Not being specific.
The end goal in seeking sponsorship is to leave with a detailed sponsorship agreement in hand. Detailed is the critical word in that sentence. After you have struck a deal, it needs to be crystal clear to both parties who does what, when, where and in which way. Nothing ruins a sponsor relationship quicker than disappointment.
Being specific is also important when you approach sponsors in the very beginning. Be detailed in what you have to offer and underline your claims with numbers and facts. Good intentions are a weak approach and will lead to failure.
5. Waiting until the last minute.
Lucrative sponsorship agreements take time. The best ones can take up to a year to get done, but they are worth waiting for. Whether you are looking for a sponsor for next season or an upcoming event, get started as early as possible.
Knowing and understanding marketing timelines for your potential sponsor, as well as traditional time lines for sponsor spending commitments will also be critical. In addition many organizations have deadlines for sponsorship applications.
In conclusion, sponsorships can be a great opportunity for teams and the businesses who sponsor them. The teams and leagues get material and financial support while sponsors gain exposure and opportunities to connect with their audience and customers.
Securing sponsorship is easier said than done. If it were easy, you probably wouldn’t have made it to the end of this article. By being aware of common sponsorship mistakes, you can do your best to avoid them from the start rather than after you have made them.
On the very basic level, most things come down to a lack of preparation and misunderstanding what sponsorship is. Finding a sponsor is not about getting money from other people but creating an opportunity for them and forging long-term relationships that help both parties.
Joseph Kolodziej – CEO Hockey Holdings Group
Hockey Holdings Group is the parent company of The Junior Hockey news as well as several other hockey related businesses.
