Help your affiliate find sponsorships for shows, clinics, and other events with these tips.
By Katie Navarra
Sponsorships are vital to supporting a wide variety of equine activities. The cash value is the most obvious reason that facility and event managers pursue sponsorships. These relationships with other businesses generate cash flow that can support upgrades, control costs for shows or clinics, and provide opportunities to award more substantial prize offerings.
Monetary sponsorships are important, but a strategic sponsorship agreement can offer even greater benefits. One example is media coverage. A sponsoring company with an established brand may agree to promote a facility or an event as part of a sponsorship package. Increased visibility in the local, regional, or national community drives increased participation in competitions and clinics.In-kind sponsorships are another form of support. These agreements provide a tangible item in exchange for recognition as a sponsor. These items could range from food and beverage at an event to tack, feed, grooming supplies, and more.
Here are five things to think about when seeking a sponsor.
Part 2: Feeding and Care of Sponsors
Part 3: Sponsor Seminars at a Facility
Part 4: Signage at Shows/Clinics
Types of Sponsors
Sponsorships are often synonymous with cash. Monetary sponsorships have an immediate impact on a budget, but other types of sponsorships can be equally important. Here are four types of sponsorships you may want to consider.
In-kind: An in-kind sponsorship is one in which a company agrees to provide a specific product in exchange for recognition as supporting a given cause. For example, tack manufacturers, grooming brands, and feed companies provide products at no cost in exchange for recognition for providing the item.
Location: Donation of space can be equally beneficial. If the owner of a facility offers the use of an arena at a reduced or no cost that gesture can control fees for participants and bolster a small organization’s budget for events.
Media coverage: Aligning with a widely recognized brand or company can bring local, regional, or national attention to your facility or event.
Live streaming: Living in the digital age means that people want access to events even if they are thousands of miles away. Live streaming can be an expensive feature; however, a sponsorship can help offset the cost of providing that service.
Wi-Fi and charging stations: Internet access and electrical outlets are often taken for granted with widespread access to smart phones. Not all facilities provide free Wi-Fi, and outlets can be far and few between. Sponsored charging stations are opportunities not to miss. Asking a company to sponsor these items can provide added convenience and attendee satisfaction. The best part about these sponsorships is the flexibility and creativity. Thinking outside the box can lead to fun and unique opportunities that benefit both your facility or event or the sponsoring organization. The next time you attend an educational expo—in or out of the equine industry—keep an eye open for all the sponsors supporting that event. It could give you inspiration for a program that works for you.
Read the rest of the article at the links above.
