Keeping sponsors happy

You have now entered into a commercial agreement with a company. Certain rights and benefits have been given as part of that agreement. Now it’s up to you and your club to honour these commitments and keep your sponsor happy.

Most businesses like to feel involved and to be kept informed about what’s happening with their sponsorship deal and the club’s activities.

How to maintain a successful partnership

Depending on the type of sponsorship, here are some ways to ensure a successful sponsor relationship:

• Promote the sponsor at every opportunity
• Acknowledge the sponsor in every media story you release
• Communicate with your members to ensure they look after sponsor’s rights
• Invite the sponsor to events and to give prizes at awards nights
• Establish more than one key contact in case the main contact moves on
• Keep your sponsor informed about the club, especially any potential unpleasant publicity
• Before signing a new sponsor, give existing sponsors the opportunity to address any concerns they may have
• If you have sold naming rights, you must acknowledge them in everything you say and do. You must also ensure that the media are aware and adhere to the naming rights.
• Send your sponsor an evaluation report.

Case study: Penrith Netball Association - Maintaining sponsor relationships

Penrith Panthers has sponsored the Penrith Netball Association for over 20 years. Here is Honorary Secretary, Joy Gillett’s tips for success in maintaining sponsor relationships.

• Develop personal relationships – regularly meet with the people involved and talk to them personally, make the sponsor feel valued.
• Invite sponsors to all social functions – presentations, opening days and other special events and mention their sponsorship at those times.
• Promote them at every opportunity – Penrith Panthers is referred to in advertising, competition draws, the annual calendar, banners at the courts and uniforms worn by Penrith representative players.
• Use their facilities – the Association holds functions and events at Panthers, encourages team members to make use of the facilities and the executive are Panthers social members.
• Thank them – in all speeches and at presentation events, thank your sponsors!

 

 

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