Developing an effective sponsorship strategy: the key stages


Written by Julie Kerry
Le 24 February 2024

Developing an effective sponsorship strategy

How do you establish a good sponsorship strategy? In today's competitive world, convincing a sponsor to support a project or cause can be a major challenge. In order to win the trust and interest of potential sponsors, it is essential to have a well thought-out strategy that is tailored to their needs and expectations. In this article, we reveal the key stages in a winning sponsorship strategy.

1. Clearly define your objectives and target group

The first step in developing a solid sponsorship strategy is to clearly define the objectives you want to achieve with the support of your sponsors. These objectives may be financial, in terms of visibility, reputation or partnership development. It is also crucial to identify the target audience for your sponsorship proposal. It must meet the needs and expectations of your potential sponsors, while being consistent with your image and values.

Tip: Be specific about your objectives and your target audience. This will help sponsors to quickly understand the benefits of working with you and will make the decision much easier.

2. Draw up a schedule and a provisional budget

Successfully convincing a sponsor means presenting a serious and professional project. To do this, it is important to detail the various stages in the sponsorship process and the associated provisional timetable. What's more, drawing up a provisional budget means you know exactly how much money you need to raise to complete your project. This avoids unpleasant surprises and makes it easier to discuss the amounts you want to obtain from your sponsors.

3. Draft a clear and attractive partnership proposal

The proposal is the central element in your approach to finding sponsors. Your potential partner needs to be able to quickly find the main information they need to assess the potential benefits of this partnership for their company (expected benefits, costs involved, etc.). The layout, visual presentation and wording of the benefits offered should therefore be particularly careful. You should also consider adapting this part to the profile of each potential sponsor, to highlight the arguments that are likely to convince them more.

4. Identify and select potential sponsors

To maximise your chances of obtaining financial or material support, draw up a list of potential sponsors, taking into account criteria such as their size, sector of activity, geographical location and sponsorship track record. Once the list has been drawn up, carry out an in-depth analysis to check that the sponsors match the objectives of your project. Don't neglect the personal and professional networks of those around you either, which can play a valuable role in finding partners.

Read our article to find out all the tips and advice you need to find a sponsor and make a success of your partnership: How to find a sponsor in 2024: The ultimate guide.

5. Preparing the sales pitch and prospecting tools

To convince your contacts, you need to be ready to answer their questions and objections. This means having a thorough understanding of the project, its objectives and schedule. With this in mind, prepare a sales pitch to clearly highlight the main points of your proposal:

  • the reasons why they should agree to work with you,
  • how your project can add value to their business,
  • the media or economic spin-offs they can expect in return for their support.

At this stage, don't hesitate to take the time to develop prospecting tools such as videos, brochures and other visual aids, which will help you to illustrate your sales pitch and make it easier for your contacts to understand your project.

6. Organise personalised meetings

Face-to-face meetings are often much more effective in attracting potential sponsors. They enable a more human relationship to be established and the needs and expectations of each party to be better identified. They also provide an opportunity to present the project in detail and answer the sponsor's questions directly. To do this, plan individual meetings with your targets and prepare them carefully in advance.

7. Monitor the progress of your search for sponsors

Throughout the canvassing process, it is essential to keep a close eye on the progress of your relations with potential sponsors. Make a systematic note of what was discussed at each meeting (points raised, commitments made, etc.) and schedule regular follow-ups to maintain the interest of potential partners. Similarly, make sure you are attentive to feedback and requests for additional information from partners so that you can remain responsive.

In a nutshell

Developing an effective sponsorship strategy involves following a number of key stages, such as defining precise objectives, drawing up a schedule and a provisional budget, drafting a hard-hitting proposal, identifying and selecting potential partners, preparing a solid sales pitch, and monitoring the canvassing process. Thanks to these best practices, you will certainly increase your chances of finding the support you need to bring your project to fruition.

At SubliSport, our commitment goes beyond simply designing personalised sportswear. We aim to build strong relationships with sports teams and associations by offering unique sponsorship partnership opportunities. Our mission is to support you in your quest for sporting excellence by providing you with tailor-made equipment that embodies your identity and values. By choosing SubliSport, you are opting for a partnership based on eco-responsibility, innovation and a passion for sport.

  • Tailor-made partnerships : We offer partnerships tailored to your specific needs, reflecting the team spirit of your organisation.
  • Innovation and quality : Benefit from the latest innovations in fabrics and designs for superior quality equipment.
  • Eco-responsibility : Get involved with a brand that puts respect for the environment at the heart of its concerns.
  • Increased visibility : Take advantage of our network to raise your profile within the sporting community and beyond.

To find out more about our partnership opportunities and discover our range of personalised sportswearIf you would like to find out more about our products and services, as well as our made-to-measure design services, please don't hesitate to contact us. Let's work together to ensure the success and recognition of your sporting ambitions.

Partnership conditions : To guarantee a fruitful collaboration in line with our values of eco-responsibility, quality and innovation, certain conditions must be met:

  • Matching our values: Partnership requests must be in line with our ethical and environmental commitments.
  • Involvement in sport : Teams and associations must demonstrate an active and positive commitment to their sport.
  • Range and visibility : Mutually beneficial visibility must be possible through the partnership.
  • Presentation file : A detailed proposal including the objectives of the partnership, the target audience and the expected benefits for both parties.

We encourage all interested teams and associations to contact us providing the details needed to assess the possibility of a partnership.

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