Sponsorship. Different benefits will appeal to different businesses and their differing objectives, so try and list everything you can think of:

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1 Sponsorship Based on Sponsorship Advice from the Ground by Sophie Morris, Strategic Marketing & Sponsorship Consultant at Millharbour Marketing and Sponsorship Officer at Millwall Rugby Club 1. Calculate how much money you need Speak to your treasurer to see what the club currently makes. Look at your Club Development plan and your objectives for the next 3 years. You can t expect someone to invest in your club without knowing how you re going to use that investment. The amount of sponsorship you seek needs to reflect where the club wants to be and what it will cost to get there. But it also needs to reflect the value of being associated with the club and what you think is a realistic amount for your market. You can appeal to different size businesses by creating tiered packages. 2. Decide what assets you can, and want to, give. Think of everything you could possibly provide as a benefit to sponsors. Once you have your list you should check the Management Committee are happy for all those assets to be offered. Different benefits will appeal to different businesses and their differing objectives, so try and list everything you can think of: Kit logos You can specify space on shirt front/ back/ sleeve/ shorts/ match ball/ water bottles/ physio bag etc across different teams to allow space for more than one sponsor. Pitch branding & perimeter board advertising It is standard practice that you are selling the right to have a logo on the post pads, flags, etc, these, not the cost of production, but you should make this clear and provide indicative quotes, so there are no unexpected costs. Clubhouse signage For a valuable and long term Club sponsor you may want to consider incorporating their logo into your signage. Advertising by Don t give the contact details of your members to third parties without their express permission (Data Protection Act). But you can offer to your members with a message from the sponsor. You will need to specify how many s and how often. Advertising Specify how and how often you will include sponsor s messages on your website, in the clubhouse, in match programmes, through your social media accounts etc. Specify if this will include the right to offer discounts or special offers to your members for their products or services Page 1 of 5

2 Hospitality Specify what the sponsor will get like tickets to your games, lunches, dinners and other events. Make sure the cost of providing any hospitality is more than covered in the sponsorship or you may lose money here, if your sponsor comes to every game and eats and drinks a lot more than you have allowed for! Membership Always include complimentary club membership for the duration of the sponsorship International tickets Be sure to operate within the RFUs ticketing terms and conditions if you are offering sponors access to England games. Get creative. As well as general sponsorship rights, think of some more fun opportunities that will help the sponsor engage with your members. Perhaps your coach and a few key players could go in to their business to do some coaching/team building work. Or This one s on Dave night, where the sponsor s representative (in this example, Dave) attends and puts some money behind the bar. The bar staff say This one s on Dave as they serve members and he is introduced. This is great exposure for the sponsor for a few pounds per person. Promotion beforehand will explain who Dave is. 3. Prepare tiered packages Consider how you can split your rights in to different tiers, so you can target businesses with differing budgets and objectives. You ll change the tiers a lot before you find something that works and so it s best to just get started and then move things around. Give small sponsors enough rights for them to get some benefit. But to encourage upgrading to higher tiers there should be sufficient difference between benefits and the cost for each tier. The top sponsor should get everything. Create a table with all the assets in the first column and then create a column for each tier e.g. Gold, Silver and Bronze. Then mark the cells accordingly for whether each tier gets that asset or not. Order the assets by value with the most valuable at the top, it will be apparent how much more each tier gets by the number of boxes ticked. Gold Silver Bronze Company name and logo on kit Shirt Shorts Sleeve Company name and logo on post pads Home match day programme advert Full page Half page Quarter page Season ticket for all home games Pre-match lunch Table of 6 Table of 4 2 places End of season awards dinner Table of 6 Table of 4 Two places Announcement before all home games Pitchside advertising board Company name, logo and link on club website Page 2 of 5

3 4. Identify potential sponsors Ask your members Always look to your own membership base first. You may have a business owner, sponsorship manager, or members may know someone in those positions. Ask if the company they work for does any sponsorship. Why not add a field to your membership form asking for the best person in their firm to speak to, or suggest a local contact they have? Research local relevant businesses Look for businesses who want to target your members because they are local, sporty or even specifically rugby players. Start with those business located closest to the club, who may feel some affinity through proximity. Local independent restaurants and pubs are most keen to get involved as they can offer discounts to directly drive more business for a cheaper cost than advertising in local papers. Be careful how many rights you offer if they take a lower package. Research national businesses This is a long shot, but you never know. If you can get to the right person at the right time, they may just be interested. Speak to companies who have a local presence, such as large supermarkets who may have some sort of community support project. East London Ladies received significant sponsorship from RBS, because someone in the club knew the right person to ask! 5. Communicate with potential sponsors First contact Draft an or letter with your sponsorship presentation with a clear message that you can tailor packages to suit their objectives. Find the most relevant person to address your communication to and make it engaging to them. Say what you are looking for right at the top and then go into detail. Be persistent as your first communication may well go straight in the bin! If you have a member with a personal connection, try to get a face to face meeting, that way you have their undivided attention. Meeting If you are lucky enough to get a meeting then they are interested enough to give you their time. Now it s your job to show them how you can benefit their business. It s important that you get a clear understanding of what their business objectives are and can give examples of how sponsoring your club Page 3 of 5

4 will help them achieve their goals. You don t have to come up with the proposal in the meeting, say you will go away and build a package for them. You might invite them along to your next game or event to put the proposal to them. That way they are seeing what they are buying into. Stay in touch People are busy and might not get back to you straight away. This doesn t mean they are not interested, it just means you haven t given them enough information for them to say yes yet. So follow up, not too often, and always with some new information, like details of your last game, or club news. You need to get the right balance between staying in the front of their minds and not pestering. 6. Sponsor relationship management Celebrate Always take a photo of you shaking hands, handing over a shirt with the sponsor s name on etc. Issue a press release with the picture and allow the sponsor to add a quote and their contact details. your members. Post the story on your website, Facebook, Twitter and LinkedIn. Link to your sponsor s website from yours. Introduce the sponsor at the club and explain their business to your members. Transparency Let the sponsor know how you are going to invest their money and when you do. For example, take a photo of a training session with new equipment and send it to them. Engagement Keep in contact. Invite them to games, events, and all other club related activities. Ask how they feel the sponsorship is going. If they aren t 100% happy change it! Rights Ensure all the scheduled rights are activated. It will take a bit of time, but keep a list of everything offered and make it your responsibility to make sure it happens. Don t leave it to the sponsor. Review Every quarter ask if the sponsorship is proving successful for them and if there is anything more you can do. At the end of the 3rd quarter you need to ask them if they are likely to want to renew. Renew If they haven t found the sponsorship worthwhile, offer them a different package. If it has been a success, ask for a multi-year contract and try and upgrade them to a higher level. Page 4 of 5

5 What is good about your sponsorship programme? How could you improve your sponsorship programme? Page 5 of 5

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