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
Signage at Shows/Clinics
Sponsors want to know how attendees will know they’ve provided support for your event. Signage is the most popular way of acknowledging supporters.
Banners are the most popular type of signage agreed to at horse farms and show facilities, but there are many opportunities to create fun signs that get sponsors’ attention. Consider these three non-traditional ideas for sponsor signage.
Window clings: Facilities with enclosed viewing areas or pedestrian doors with glass can offer signage in the form of window clings or decals. It adds decor to the site and provides the sponsor with high visibility.
Selfie photo-ops: Encourage attendees to interact with sponsors through an oversized frame or photo area. The sponsor’s name and logo could appear in a prominent location so that when participants snap a photo and share on social media, the sponsor receives recognition there.
Tabletop signs: Awards tables and entry booths often have space for small tabletop signage. These high-trafficked areas mean sponsors will be easily identifiable and the signage for these locations will be low-cost and disposable.
Plan ahead to provide opportunities that are fair to sponsors and easy to implement for show or facility staff. Identify what size and type of signage a sponsor will receive for specific levels of support and implement that consistently.Before the sponsorship is sold, decide who is designing and paying for the signage that will be on site. There are costs to having such items produced, and that should be clear in the early phases of negotiations so there aren’t surprises. Once agreed to follow through and put the signage out each and every time as outlined in the contract.
Read the rest of the article at the links above.
