Sponsorship - more than just a logo?

Kate O'Sullivan, MD ADPR Kate O'Sullivan, MD ADPR

All eyes have been on Ben Ainslie and the Landrover BAR team as they’ve prepared to compete in the America’s Cup and as a result their sponsors are also in the spotlight says Kate O'Sullivan, MD ADPR.

Many organisations are regularly approached to get involved with sponsorship opportunities, so it’s important to make sure that businesses understand how to identify the right partnerships and leverage return on investment.  

When looking at sponsorship options, it’s critical to remain focused on your target audience and what you are trying to achieve. From brand positioning to targeting new sales environments, increasing social media engagement to highlighting corporate social responsibility, understanding how your business will connect and engage with the audience is critical.

Take care to look at sponsorship proposals and agreements in detail and negotiate to get the priorities that matter to your business. Discuss and agree how you will measure success. Sponsorships are more than transactional agreements about the number of appearances at events or wearing of branded apparel and whilst it is important to get these elements agreed, the best sponsorships are partnerships – a team who are committed to getting the best from their relationship and have a clear understanding of how they are working together.

Social media channels are increasingly important as traditional advertising mediums are replaced by peer to peer review. Many fans or followers are likely to be active on social networks so delivering targeted campaigns, creating competitions and sharing content that is interesting and relevant will mean that your business gets a share of online conversations and opportunity to boost engagement.  

As sponsorship agreements are activated, take time while they are running to check the activity taking place meets the objectives that were set out and that agreed key messages are still current and relevant.

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