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
Feeding and Care of Sponsors
Securing a sponsorship is only the first step of the process. Nurturing that relationship is critical to maintaining long-lasting support. Businesses sponsor events for two main reasons. First, if the sponsorship is for a charitable facility or event, supporting such a cause aligns with the organization’s charitable mission. Second, companies hope that the sponsorship will introduce their product(s) to a new audience in an effort to gain new customers.
Advertising: Offer sponsors advertising in programs, day sheets, the affiliate magazine, on social media, and more.
Signage: Facilities that receive year-round sponsorship support may be asked to hang more permanent signs than a banner within the space to acknowledge the relationship.
Booth space: Where space is available, offering a sponsor to interact with attendees is a significant opportunity for sponsors to connect with potential customers.
Sharing mailing lists: Ideally, sponsors want access to an interested audience for promotional purposes. Just be sure your members have opted in to sharing their information.
Saying thank you: Sponsors want to know their support is appreciated. Encourage members to send thank-you notes to sponsors.
The key to establishing lasting sponsorship relationships is open and regular communication to ensure that the agreement is mutually beneficial to both parties.
Read the rest of this article at the links above.
