As a sponsorship management professional, we have three priorities when selecting and
negotiating sponsorship deals. They are:
1. Target market needs 2. Internal buy-in 3. Brand needs
. It is leveraged in a way that respects and enhances the audience’s emotional connection
with the event (or team, cultural organization, program, etc)
. It provides meaningful added-value to the audience’s experience with the event
. It provides meaningful added-value to the customer’s experience with the brand
. It enhances the target market’s community (geographic or virtual) in a way that impacts,
even in a small way, on ordinary people’s lives
. The best sponsorships will have all the above as a good package.
. What do my target markets care about? Are there any events, sports, programs, or causes?
(Eg: Celebrity association, Social angles, the high arts, alternative music, etc)
. What are all the ways that my target market consumes that event? (eg: at the stadium, in a bar,
at home with friends, reading about it in the paper, etc.)
. What are the best things about this event experience that ignites interest to my target market?
. What are the areas that needs to be improved in order to make this this event experience reach better to my target markets?
. Is my brand part of that experience? Could it be? How can we improve that experience?
. What are all the ways that my target market consumes my brand and competitor brands?
What is their “brand experience”?