What factors should you consider when negotiating a sponsorship deal?

The important aspect is to identify what can your event do for the sponsor? Eventually they have to address one of the few things for a client. a) Create Brand Awareness b) Generate Leads c) Showcase themselves as Domain Thought Leaders Once this is narrowed down, the next phase is to identify if your event resonates with the client's expected outcome. Then, showcase the value your event/platform can bring to the client. If these are articulated well to the client, I have personally seen the investment a client has increase multifold to accommodate the value that can be driven through the event or engagement. In my opinion, it is the right way to evaluate before seeking Sponsorship with a client or a prospect.

The key here is knowing your value to your sponsor. With a competitive market for sponsorship funds, sponsors are more selective about where they spend their marketing dollars. Sponsors don't want to know how many people are coming to the event. They want to know if their target is coming to your event and if your event is where they will meet their business objectives. Think with the sponsor in mind. What's in it for them?

I always look at several factors whenever am negotiating a sponsorship deal. I clearly define the benefits and deliverables for both parties involved in the sponsorship deal. This may include logo placement, mentions in promotional materials, access to event attendees, or other forms of exposure. I also look at the duration of the sponsorship deal and whether exclusivity is required because exclusivity clauses may limit your ability to work with other sponsors in the same industry, so I weigh the benefits against potential limitations. You should also consider any legal or regulatory requirements related to sponsorship agreements, such as disclosure obligations, tax implications, or compliance with industry standards and guidelines.

As tendências do mercado estão sempre abertas a novas oportunidades e a colaboração entre patrocinador e organizador é fundamental para garantir o sucesso e a qualidade das experiências oferecidas aos participantes. A busca por patrocínio é um processo contínuo e que exige dedicação e persistência. A chave para conseguir patrocínio está na preparação (humana, sobre o projeto) e na apresentação de um projeto sólido e atrativo. Diante de um cenário economicamente desafiador, buscar patrocinadores é importante. Lembre-se de ser transparente e honesto em todas as negociações, garantindo uma relação de confiança mútua.

For me the number one thing is finding a mutually beneficial partnership for not only the client but the sponsor as well. I like to find ways to bring additional opportunities to a sponsor and help enhance ideas that the brands marketing team may not already have in place. Research and knowledge of the demographics is key in creating the best impact for all involved. Earn trust and continue to build the partnership.

Personalization is the key to a successful sponsorship sale. You as the event organizer have what you believe are the main benefits, but the reality is every sponsor is different. Before entering sponsorship discussions, research and identify what your target is engaging with and how that resonates with what you've built. DO NOT just go after a brand for a big logo - always focus on brands that bring value to your event.

Begin by listing the brands or clients you admire professionally. These should align with your event's theme, goals, and values. However, recognize that not all may be open to sponsorship opportunities. Don't hesitate to reach out. Whether they're actively seeking partnerships or not, putting yourself out there opens the door for collaboration. Start with a brief introduction and express your interest in exploring potential synergies. Understand that securing sponsorship may not happen overnight. Be prepared for potential rejection and manage your expectations accordingly. Persistence and patience are key in this process.

One thing you immediately need to understand is whether they can afford the programme. Look at their turnover and profits, its no good trying to sell a half million pound sponsorship to a company with 400,000 profits!

I love it when a business's pain is partly addressed by the unique voice of a sponsorship deal. This involved both assumptions and asking them about your findings. Fully knowing of this pain is subjective to those feeling it and discussing your pain assumptions about the prospect is only useful when framed correctly within a healthy discourse. Finding out one's assumptions are wrong is not harmful to procurement if the resulting revelation can be leveraged by the opportunity being presented. Not asking is worse imo as I'd rather be a target of momentary anger that a forgettable boring beggar!

If they have sponsored other events/properties, look deeply into how they as a brand activated their sponsorship spend. Your pitch needs to either compliment their typical sponsorship activation pro-activity, or lean towards helping them develop activations centred around their sponsorship to ensure they achieve a positive outcome. Do they have the budget is also a primary research task.

The most effective and meaningful way to work with a potential sponsor is simply to build a relationship. Some don’t even think about sponsorships. They have interest in you, they are curious about your organization, they feel your passion and enthusiasm and want to be part of what you are doing. Then it’s simply a conversation about what they are interested in and how they can benefit from contributing to your organization. Sponsors also like to be asked what they think and want from their sponsorships and that their opinions are valued. I had one major sponsor tell me that they sponsor organizations across the country and we were one of the very few that asked for their feedback and ideas . And, sponsors appreciate genuine gratitude.

Negotiation is not a 100 meter race to find out a winner. Nobody wins in negotiation. Both are reaching a comfortable point where they can function without losing their organization objective. A good negotiator always keeps a second option when negotiate. It can be an added value to the earlier offer or entirely different proposition that benefits the customer. Negotiation is not a sales attribution rather trying to accommodate other persons requirements.

Consistency is key! Eine loyale, ehrliche und emphatische Beziehung auf Augenhöhe zwischen beiden Parteien wird sich auf lange Sicht absolut auszahlen. Sponsoring Verhandlungen sind keine Einbahnstraße und sollten immer die Needs und Bedürfnisse beider Seiten gleichermaßen im Blick behalten. Schließlich haben beide Seiten ein Ziel: einen Mehrwert schaffen und das geht am besten gemeinsam im Team.

Under promise and over deliver on a sponsorship is a great way to build up a brand as a regular client. Understand what it is they really want from a sponsorship, and then ensure you over deliver on that. If its visibility, add some extra visibility for them in creative ways that are not included in the original contract. Demonstrate that this is very much a partnership and that you want the relationship to be sustained long term and prepared to think independent to their 'brief' as well as fulfil what they've asked for.

Aiming to truly understand your sponsor's business and goals will go a long way as you attempt to build the relationship into a long-term partner. Recognize you both want this partnership to succeed, but you may have different ideas and limitations on how to make that happen - assume the best intent, and get a dialogue going as soon as possible, so that when questions or concerns do come up (on either side), you're already talking and can get it addressed. Know they're probably working on other things, and understand how their sponsorship or brand marketing ecosystem works and how you fit into it - they'll appreciate the effort.

Find out what’s most important to your sponsors. How can you help their ROI. Constant dialog is extremely important. Set a timeline.

I've often used the used car salesman approach over time with reasonable success, particularly with difficult sponsors who need some extra touches to make them feel special. I'm not selling them a lemon that will break down around the corner, but listening to what they want and need to make them happy and ready to write a check. I would take a list of printed benefits with me and once I sensed they were looking for a bit more, I'd grab the sheet, whip out a pen, cross things out and add a little of this and little of that, still within the general parameters of what is possible and realistic. It won't work every time and can backfire easily, but when it does it's a beautiful thing. Everyone wants to feel like they are special. Let them.

How you partner is about making everyone feel valued and ultimately the sponsor feel that they have made the right choice with their budget. They want to maximize their dollars, gain visibility and leads. The prospectus might not have all the possibilities so it’s important to talk through the goals and objectives of sponsorship. Is there a creative way that together, we can help a sponsor reach their desired results? Communication & flexibility is key.

1. Understanding Client Goals: Take time to grasp client aspirations and goals. 2. Value of Small Budgets: Respect modest budgets while leveraging creativity. It could mean a lot for smaller companies than big.( in terms of budget) 3. Tailoring Approach: Customize strategies to align with client goals efficiently. We have standards but match yours with theirs. 4. Meeting Expectations: Exceed client expectations through creative solutions. 5. Reasonable Requests: Be flexible while maintaining project integrity. 6. Enjoying the Process: Embrace collaboration for positive experiences. 7. Respecting Confidence: Deliver results to inspire trust, they trust you.

Try to understand what is important to them. Do they need the blaze of glory that comes with a title sponsorship package or is their money better spent on more hospitality at events to entertain clioents and prospects?

Always deliver on your promises and more! This goes hand in hand with building relationships. If you are giving them the intended value and more you are putting yourself in a position where by your sponsorship amount will and can grow as your relationship grows. People do business with people, so it’s always important to leave people you engage with a good sense of fulfilment in a project. Makes sure you communicate, include them in the process and make sure that if things change from what was originally planned/agreed upon, you have built the relationship to troubleshoot together and find ways to still deliver.

One of the earliest lessons I learned was from my first television boss Mr. John Clodfelter who said: "When you do what they pay you to do, you only did what you were supposed to do. That's the norm. But if you did MORE than what they paid you to do, then they will remember you."

Deliver what you promise and keep them updated on your deliverables. A happy sponsor is likely to return year after year if they are valued.

When your job is defined as “I make people happy” it goes without saying that delivering on expectations is the minimum requirement. My goal is always to go above and beyond in pleasing every person who crosses paths with my character.

Delivering on your promises as a sponsor means consistently meeting or exceeding agreed-upon deliverables. This builds trust and credibility, essential for a strong partnership. It involves understanding the sponsor's expectations, setting realistic goals, and maintaining transparency in communication. Regularly monitor progress and address any challenges promptly to ensure you're on track. Show dedication by providing quality results and adding value where possible. This approach not only satisfies immediate contractual obligations but also sets the foundation for long-term relationships and potential future collaborations. It's about proving reliability and establishing your brand as a trustworthy and effective partner.

Don't bring in a sponsor unless you are convinced it is right for them, a sponsor that has a bad experience will only last one cycle, one that gets value can stay for years, a quick hit doesn't do anyone any favours

Successful sponsorships are partnerships, mutually beneficial, so never try and coerce a potential sponsor into something that doesn't fit their business. Is much easier to maintain a relationship than prospect, research, pitch, and develop a new one.

If you have a Sponsorship to benefit from your Event then what are the benefits lay them out. Check if your Event benefits from Sponsorship. Evaluate your Event don’t oversell. Relationship with every Sponsor matters.

Bury the 1-size-fits-all Sponsorship Packages - you know, the good-but-old Golden/Silver categorization. It is multiple times more mutually beneficial to tailor each Sponsorship deal according to the specific Sponsor's requirements, type of business, marketing ways, and, most importantly, the value-in-return that they can offer. By doing so, not only the proposition will be perceived by the potential Sponsor as a valuable alternative to their direct marketing efforts, but also will open non-monetary return possibilities for your Event which can elevate its success (and future monetization!).

Make sure each side get what they want?? There are always away to make deals happen. Find common interests instead of just money.