Module 3a Overview

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Overview: Attracting Sponsors - Preparation

Prior Preparation Prevents Poor Performance

Updated Friday  3 April 2021 by Jack Griffin

Lessons in This Module and How They Will Help You


What Are You?

Do you know what you are? From the sponsor's point of view? You'll get a matrix to help you get clear on how a sponsor may view you and value you. You may be...

  • Individual sport athlete
  • member of a team
  • a team
  • a league
  • an event
  • a venu

You may not be in sports - you may be a cultural property, an environmental cause or a charity. This course is oriented to athletes and their sponsors, but similar principles apply.


Values and Value Transfer

Be clear about your values. Much ROO (return on objectives) is generated by the sponsor's association with the rights holder, and the "value transfer" to the sponsor's brand. Some typical values include 

  • tradition
  • technology
  • teamwork
  • excellence
  • competitiveness
  • ...  many more


How (and Why) to Build Your Copy Platform

Your copy platform is a collection of text, graphics, and still and moving images, and perhaps even music, that you use repeatedly to communicate about yourself. The words start with your name, your tagline and your strapline. Your copy platform includes adjectives and phrases that you use repeatedly and consistently. You'll see examples of copy platforms, and receive a worksheet to help you form your own. 

The visual part of your copy platform starts with your logo and includes other graphic element. The copy platform will show how to combine words, graphics and images, sounds and music to generate emotions around your values.


Your Logo, Branding and Branding Guide

This lesson will teach by the case study method. You'll see examples - good and bad - of logos, logo usage, and brand guidelines.

You will see examples of branding rules and explore how strictly to enforce them. It's harder and more important than you think.


Structuring the Offers

Again, we will use case studies and examples. How and when to offer (and when not to offer)...

  • naming rights, title sponsorship
  • tiers, e.g. gold - silver - bronze
  • official supplier
  • technical partner
  • ...  more

Combining the mix of rights given to each level of sponsor ship. You'll see creative examples you can use as models.


Cash, Value in Kind, Licensing, Hybrid Deals

Do you only think of cash? Learn other ways to work with sponsors to create win-win-win return generation. Are you wondering what is the the third "win" in that last sentence? Find out in this lesson. You'll get several examples you can use for your own deals.


Sponsor Categories

You understand that you cannot have companies that are competitors as sponsors. How finely can you slice the categories? What level of category protection will sponsors demand? How can you address those needs creatively?


Valuing VIK

What non-cash offers might you receive? How do you value them? As usual, we'll look at examples and see what patterns exist. You can incorporate best practices for VIK in your planning and your negotiations.


Asset Inventory for Valuation and Activation

In this lesson you'll work through a spreadsheet to make a complete inventory of your assets. This checklist will help you uncover assets you may not have counted. And you will see how to share your assets among your sponsors to get top value from them.


Leverage Among Sponsors

You can fetch a higher value when your sponsors complement each other. In this lesson you'll receive a methodology for developing sponsor cooperation and leverage.

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