Thursday, October 06, 2011

Sponsor brainstorm session

Regatta organizers are already gearing up for the 2012 events, and the bigger events are on the hunt for sponsors. The following note sent to Scuttlebutt stirred up a brainstorming session:

"We are planning a North American championship in 2012 and need sponsors.  Who in your opinion are sponsor friendly/willing in our sport?  I have gotten a lot of interest in 'in kind' donations but we actually need money to do this right.  Any advice?"

Here were some of our immediate thoughts:

- View sponsorship as a partnership rather than a donation.
- Seek advice from the previous North American event hosts.
- Determine the demographics of who the sponsor will be getting exposed to.
- How will the sponsor be exposed? (website, event comms, site banners, etc)
- Any sponsor perks? (ie, sponsor spectator boat with eats and treats).
- Can 'in kind' donations help reduce operating cost/participant expense?
- Everyone who advertises in the class publications are potential sponsors.
- Are there companies with a history of sponsoring the class?
- Are there companies with a history of sponsoring similar type events?
- Are there companies with a history of sponsoring events from host club?
- Are there people who make donations for important events?

Any comments or additions?

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At 8:07 AM, Anonymous Carol Newman Cronin said...

Consider using in kind donations for a raffle, and sell tickets to regatta participants (and others).

At 8:00 PM, Anonymous Anonymous said...

Not disparaging Carol's idea, but hosts should be sure to check your local and state regulations--some are very strict about "raffles" for tickets of cost. Often a license is required. This likely is why so often these items are used as door prizes.

At 1:41 AM, Anonymous David Fuller said...

My advice is to consult a pro. All sports are becoming better at raising sponsorship, but some are learning faster than others.

It's like learning to sail. You can do it yourself, you'll get there in the end, but if you pay for a couple of lessons you can get there faster.

The suggestions above are all good, but keep in mind that it is a two-way transaction - if they are giving you cash, what are you giving them. Is the value of what you are giving them more than 3 times the amount of cash they are giving you.


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