Matching Sport Properties to Corporate Brands

Servicing both ends of the sponsorship spectrum by facilitating corporate partners with sport properties that precisely match the targeted demographic audience of the Sponsor together with the financial, product and/or service needs of the Sponsee.

The Question: 'Is there a company out there that can work both sides of the equation?'

It is a known fact that many of the corporate brand managers are growing weary of the constant barrage of often inadequate or inappropriate sponsorhip proposals crossing their desk on a daily basis.

They are now discovering the advantage of utilising one company that has the ability to bring them a sport property, or a combination of unilateral properties, which are specifically suited to their current brand marketing strategy.

This saves them considerable time and effort as they know that before any proposal hits their desk it has already been assessed based on the criterea set forth by the corporates themselves.

On the other side of the coin are the sport properties that are seeking sponsorship dollars. These properties could consist of a sporting organisation, venue, event, sports person or another entity involved in the sport industry who feel that a brand would benefit by being exposed to their vast membership, client, customer or fan base.

The problem facing most of these properties is that they tend to fly blind when approaching corporates and usually base their proposals on what is best for themselves instead of taking into account the needs or desires of their intended corporate sponsor.

The solution from this side of the equation would be to ascertain a sport property's full benefits and then prepare a professionally documented sponsorship proposal which can then be matched to the pre-indicated requirements of a corporate brand.

In this way, the corporate brand/sponsor would benefit by knowing that when a proposal was put forth to them it already matched their specific criteria and included supporting documentation as well as a management plan to administer their investment.

In addition, the intended receiver/sponsee would benefit by having their value adequetely assessed and a proposal professionally prepared for a sponsor who already realises the value of what that sport property can offer.

This saves considerable time, energy and cost to both parties. It also ensures longevity and a pro-active relationship which is mutually beneficial to not only the sponsor and sponsee, but also the members, clients, customers and fans of that sport property.

The Answer: If you are a corporate brand manager who is looking to match your product or service with a sports property or if you are a sport property which requires corporate sponsorship then utilise one company that can work for both of you.

It's a simple solution.

Randy Bable - AusSport