Tips for successful sports sponsorships


Sponsorship can be a great way to get a brand or organisation out into the public eye.  CENTURY 21 Australasia’s Chairman and Owner, Charles Tarbey, recently appeared in an article by ‘Sold’ magazine about how sports sponsorship initiatives can help to build brand equity for real estate groups. In particular, Charles discussed CENTURY 21’s sponsorship of the 2013 ISPS HANDA Women’s Australian Open, and gave some helpful pointers as to how real estate offices can implement successful sports sponsorship at a local level.


In this article, Charles notes that CENTURY 21 is “incredibly selective with the opportunities that [it] take[s], and look[s] to achieve the right balance between cost and brand exposure.”


Admittedly, achieving the optimal balance between cost and brand exposure is not always easy. However, as a starting point, we’ve decided to share three key tips for creating valuable sports sponsorship initiatives:


1. Sponsorship as a partnership: businesses often receive greater value when they look at sponsorship as a partnership rather than a donation. At the end of the day, any sponsorship initiative should aim to deliver benefits to all parties involved; so focus on the value-add that you can offer as a sponsor, as well as the potential benefits that you may receive from the relationship;


2. Do your research: Identifying what events draw the biggest crowds and which teams have the largest followings are integral parts of the pre-sponsorship process. It is also important to make sure that prospective sponsorship initiatives are aligned with your organisation’s brand values and market demographics;


3. Ask an expert: It is always wise to have a sponsorship contract reviewed by a qualified lawyer before signing the dotted line. Sponsorship contracts can be very complex, particularly if you’ve never viewed one before. In light of this, it is important to cover all of your bases before committing yourself; you may think that you understand all of the terms and conditions of the contract, but until have a professional look over it, you can never be completely sure.


Regardless of the size, sport and method of your contribution, investment into local sports sponsorship can potentially pay large dividends for your agency. To read more of Charles’ comments regarding sports sponsorship, click here to read the full article from ‘Sold’ magazine:

Posted by George Tarbey on 15/07/2013 at 12:00 AM | Categories:


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