Understand What You Have to Offer

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 ...

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