When most sponsorship seekers, particularly nonsporting organizations, are asked to define what they have to offer, they either start listing all of the places where they can place a sponsor’s logo or they talk at great length about all of the good corporate citizenship a company will foster by supporting them. Either way, it’s the wrong answer.
In general terms, a sponsor wants three things from a sponsee:
1. To use the sponsee’s brand attributes and hot buttons to underpin or introduce those attributes within the sponsor’s own brand. (Note: this is about reinforcing authentic sponsor attributes, not making them look like something they’re not.)
2. To access one or more of the target markets of a sponsee ...