How do you pitch your sports sponsorship proposal to the right decision-maker?

Esqueça aquelas cotas padrões (ouro, prata e bronze) com contrapartidas fixas, que não agregam nenhum retorno para o patrocinador. Ao sentar na mesa com um patrocinador, eu procuro entender o seu mercado, necessidades e público-alvo. Feito isso, converso com o Marketing do patrocinador, para construirmos as contrapartidas em 4 mãos. Cada proposta é feita exclusivamente para o patrocinador, afinal não sou eu quem devo definir o que é o melhor ou não para ele. Um case emblemático foi de uma fabricante de Guaraná que queria associar seu produto ao alto rendimento. Com o fisiologista do clube e conseguimos inserir o Guaraná no dia-a-dia dos atletas. O patrocinador ficou extremamente satisfeito e renovamos o contrato com um reajuste de 50%.

Try to identify the people in the organization whose job it is to say no to things like your proposal. They exist. Often they have titles that make you think their responsibility is to evaluate and possibly say yes to you. But in fact, their job is to act as an organizational filter. Avoid those.

As a current small business owner--whose obligations are wide, and time is thin--it's important to be as efficient as possible when developing new business. Laser focus on the right brand fit, including goals and value alignment. Introduce yourself as a real person (I have used video to great success). Arm yourself with a stat or two that addresses a pain point for the decision maker. Aim to ignite the spark sooner with less blind communication and follow-up. You have the vehicle and the audience. Be the hero.

Before you send your proposal, I encourage you to do thorough research on your potential sponsors. Identify the key decision makers, understand their organisational goals and challenges, and most importantly, identify whether your audience data aligns with the target audience that the potential sponsor is looking to get in front of. You can research their website, social media, press releases, and industry reports to gather relevant information. Additionally, tap into your network, current sponsors, partners, or industry contacts, to ask questions, seek referrals or introductions. This preparation will help you to then tailor your pitch, making it more compelling and relevant to a potential sponsor.

The main challenge in sponsorship lies in identifying companies that are likely to engage. To be effective, it's crucial to anticipate their strategic issues and create a relevant hook. However, the major difficulty is in finding the new entrants, the sponsors of tomorrow. For this, a deep understanding of each company's business is essential. This enables precise targeting and the ability to propose partnerships that align with their objectives.

Firstly, tailor your proposal: Once you've done your research, customize your sponsorship proposal to align with the prospect’s needs and objectives. Highlight how your sports event or team can provide value—whether through brand exposure, target audience engagement, or community impact. Be clear about the specific benefits and ROI they can expect. Use data or case studies to support your claims. Secondly, reach the decision-maker: Identify the right decision-maker, often someone in marketing, PR, or sponsorship departments. Use your network to get a warm introduction if possible. When pitching, keep your message concise, focused, and aligned with their business priorities.

There are two basic approaches to finding the right decision-maker, 'push' and 'pull'. Push: identify typical decision-maker job titles (e.g. head of sponsorship/partnerships, marketing director etc) in organisations you'd like to partner with. Then demonstrate an alignment of target audiences, brand, objectives (where known), and mutual value. Pull is the inverse. It starts with desk research to identify brands talking about the problems they're trying to solve (industry media is a good place to start, but press releases and agency appointment announcements are useful too) and demonstrating where you are uniquely positioned to help them. The brand side individuals interviewed/quoted in media are a good place to start a conversation.

Research the right prospective individual in a company, use LinkedIn and company websites to identify key decision-makers involved in marketing or sponsorship. Analyze their roles, responsibilities, and past sponsorship engagements. Tailor your proposal to address their specific objectives and interests. Craft a compelling pitch highlighting the unique benefits and ROI of sponsoring your sports team. Reach out directly through personalized emails or calls, demonstrating an understanding of their needs and offering solutions that align with their business goals. Follow up consistently to nurture the relationship and address any concerns they may have.

Es importante conocer la dimensión de tu club/entidad/agencia para entender el alcance y nicho de tus propuestas y que sea ejecutable

It is important to find the right person first. Often the first point of contact at an organization might not be the relevant decision maker, so rather than presenting an entire proposal, or sending documents over, to the first person you establish contact with, it is important to establish if they are the right person. Then, rather than drop in a generic proposal, customise it (surveys show customised proposal are 40% more likely to be approved by senior execs over generic ones) to address the areas the decision maker needs to solve for. For instance, if the decision maker prioritizes digital innovation, I highlight how the sponsorship deliverables include integrating their brand into digital platforms and campaigns.

The commercial teams of many rightsholders are currently focused on their quarterly sales and may not be paying enough attention to creating customised sales deck proposals for the brands they reach out to. Brands value authenticity and uniqueness in proposals that demonstrate how a sports property can offer ROI through its IPs and other commercial assets. It's crucial to use data and insights to understand the property's fan base. Brands and sponsors want to know how well the property aligns with their brand values and what key points of passion the partnership will be based on. By demonstrating an understanding of the trends, behaviors, and buying personas of the target audiences, you can set your proposal apart from others.

Present the value: Customize your sponsorship proposal by addressing the sponsor’s unique objectives. Demonstrate how partnering with you can help them achieve goals like boosting brand awareness, engaging new customers, or improving their public image. Emphasize the tangible benefits and ROI your sponsorship offers, using relevant data and testimonials to build credibility. Make it engaging: this is where my storytelling superpower comes into play. Use clear, compelling language and include visuals to capture attention. Avoid generic pitches—be specific about how your event aligns with their brand values or marketing strategy. Tailoring the proposal shows commitment and increases the likelihood of securing sponsorship.

Do your research into the organization's history with sponsorship. What types of properties have they partnered with? What types of activation were they looking at - lots of onsite presence, broadcast-centric deals, or primarily digital? Did they prioritize short or long term deals? If your decision maker is new to the company (often a good time to pitch as the direction will likely be recalibrating), take a look at what they did in previous roles to determine any patterns and preferences. Your proposal shouldn't include what you want them to do, it should be customized to what you think they will want to do and what will appeal to them most.

La propuesta siempre tiene que ser clara, específica y tiene que contar una historia que haga sentir parte y convenza a la marca que queremos atraer. Es importante que esa historia esté acorde a los valores del club/entidad

To pitch your sports sponsorship proposal effectively, tailor it to the decision-maker's specific needs and goals. Highlight how your sponsorship can help them achieve objectives like increasing brand awareness or reaching new customers. Use clear language, relevant data, testimonials, and visuals. Avoid sending budget numbers initially; instead, request a call to explain your proposal. Follow up for feedback and provide additional information as needed.

Tailoring your proposal to address the unique goals and challenges of your prospects is essential. Procter & Gamble’s "Thank You, Mom" campaign for the Olympics is a prime example of customization that resonated deeply with their target audience and aligned with the Olympic spirit. Highlight how your event or athlete matches the sponsor’s brand values and demonstrate potential ROI with relevant data. Offering flexible sponsorship packages can also cater to different budgets and objectives .

The knowledge of the decision maker can influence the choice of channel. If the decision-maker is very active on LinkedIn, an approach via this network could be relevant. If the company favors in-person interactions, arranging a meeting might be the best strategy. The choice of channel should reflect the preferences of the decision maker to maximize the impact of your proposal. When Red Bull approaches athletes for individual sponsorships, the brand often favors in-person meetings or direct interactions to present its proposals, recognizing the importance of building a personal relationship with athletes.

Delivering your proposal through the appropriate channel is key to ensuring it reaches the right eyes. The NBA's use of social media to engage potential sponsors showcases the effectiveness of digital platforms. Consider the sponsor’s preferred communication methods and the complexity of your proposal. Face-to-face meetings might be more suitable for detailed discussions, while digital platforms can be ideal for initial engagements .

I disagree. First build rapport, then send the proposal. not the other way around. #1 mistake according to Richard van Bloom (the "LinkedIn Guy") are too salsey people on LinkedIn trying to aggressively push their sales agendas in DMs. Don_t do that

Le suivi de la relation est essentiel, pour y arriver, il est nécessaire de pouvoir recontacter la personne par plusieurs moyens. Grâce à ce suivi, et en montrant que l'n s'intéresse à l'entreprise, il sera possible, dans la plupart des cas, d'obtenir un second rendez. Lors ed ce second RDV, il est essentiel de comprendre, ce qui pourrait motiver une signature et tout miser dessus.

Negotiating and closing deals are some of the most important parts of the process, as they establish future relationships with sponsors." "Transparency is essential. Genuinely understanding each other's positions and goals will help build a long-lasting and prosperous collaboration for both parties.

Negotiate strategically: When closing a sponsorship deal, preparation is key. Know your objectives, bottom line, and alternatives. Understand your prospect's goals and constraints, then aim for a win-win outcome. Be clear in your communication, listen actively, and address objections professionally. Stay flexible, but protect your core requirements. Seal the deal: Once both sides are aligned, confidently ask for commitment. Clarify all details, including deliverables and timelines, to avoid misunderstandings later. Finally, celebrate the partnership—this reinforces goodwill and sets the stage for a positive, long-term relationship.

Successful sponsorship deals are win-win (and alternatively, unsuccessful deals are lose-lose) - there isn't a scenario that's sustainable long term that involves only one side "winning". Remembering that during a negotiation can be difficult, especially if you are not a collaborative negotiator. This is the type of negotiation - and certainly there are others that aren't - where you are aiming to make the pie (or ROI) bigger for both of you, not aiming to get a bigger slice than your partner. Share goals, understand strategy and tactics, and find out any obstacles they may be facing or proponents you may have within their organization. The more you understand, the easier a deal will be, and the more successful the partnership.

There is a long and short game to be played here. Building your professional reputation, as well as that of your sponsorship property, consistently over the long term is essential to awareness, positive perception, and perceived value. Given the sums of money involved, strong relationships and trust are invaluable in any sponsorship deal. People buy from people. This is far easier to build over the long term. You shouldn't just wait until you're going to market to demonstrate your value. Indeed, consistent corporate reputation building can deliver inbound interest in addition to making people more receptive to proactive outreach.

Demonstrate a deep understanding of the potential sponsor's target audience and how your partnership can help them connect with this demographic effectively. Provide examples of successful past sponsorships or case studies that showcase the tangible results achieved for other partners. Highlight any unique opportunities or exclusive benefits that set your proposal apart from competitors and make it an attractive investment for the potential sponsor. Building a strong rapport and fostering a sense of partnership during the pitch can also significantly increase your chances of securing sponsorship.

Don't be surprised to get "no"s. You'll get plenty. Don't let it shake it. Stick with it. Be confident that you've got something of value and keep going.

You pitch by taking a lot of shots. For every 100 phone calls or emails or DM's you send, there will be 99 NO's. What will happen is you'll learn why they are saying no each time which helps you hone your pitch, or atleast hone your "get in the door" line. Use the tools that are free and at your disposal like social media (LinkedIn, Twitter) and email to get attention. It costs nothing to drop a DM to a decision maker on LinkedIn.

Utilize LinkedIn! Identify the correct decision-maker, like the Director of Sponsorships or VP of Sales & Marketing - Do a deep dive on the brand and possible projects this person has worked on. Tailor your proposal to align with the company's goals and brand values. Keep the pitch under 5 minutes, focusing on compelling visuals and key metrics such as audience reach and media exposure, etc, pending on the brand/industry/and their possible goals. Highlight unique benefits like exclusive events and co-branded marketing. Show enthusiasm and your passion, but remain professional

Cerrar un acuerdo lleva su tiempo. Es necesario planificar con anticipación. Por eso tener un presentación adecuada y bien preparada es fundamental para poder ejecutarlo con tiempo