News, Editorials, Updates and Information for Australian sponsorship industry professionals.

 

What Makes a Good Sponsorship Proposal
A sponsorship proposal is the starting point for any sponsorship partnership. Whilst the ultimate test of what makes a good sponsorship proposal is the securing of a sponsorship deal, the first impression created by a proposal can set the tone for that sponsorship and impact on the nature and longevity of the partnership created. A good sponsorship proposal will, therefore, adhere to a number of basic principles that reflect the needs of the target corporation and the proactivity of the rights holder in delivering on those needs. Full Report
 
Measuring Sponsorship's Return
As a sponsor, is it necessary to measure the impact of a commercial sponsorship investment? After all how many of us believe that sponsorship is sufficiently tangible enough to be measured at all? These are fair questions for the Australian sponsorship industry, as the slower we pursue measuring the value of sponsorship, the quicker we may hasten sponsorship's demise. If we do not provide fair and objective estimates of the effects of sponsorship, there may be less money available for sponsorship activities as marketing dollars are allocated elsewhere, perhaps to those areas of marketing that can demonstrate effectiveness. Full Report

 

An examination of the rationale and motives for corporate purchase of stadia and arena naming rights.

This study explores the motives of corporations seeking facility sponsorship, the intended implementation of such arrangements, the entitlements sought by naming rights purchasers, and assessment procedures utilized in determining sponsorship effectiveness. FULL REPORT

 

And Now, Some Words About Sponsors.(corporate sponsorship as a marketing tool)

Becoming a backer of an event or organization can bring a wide range of benefits to a small company. For those considering a sponsor it is important to understand the sponsor’s perspective. FULL EDITORIAL

 

Performance Research/IEG Study Highlights What Sponsors Want

A survey of nearly 200 leading sponsorship decision-makers provides crucial insight into not only why companies sponsor, but how they research opportunities and how they budget.

FULL REPORT

 

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