sponsorship objectives

Aligning Benefits To Sponsorship Objectives – Part 3

June 8th, 2016 Posted by No Comment yet

Knowing how to unpack a sponsor’s objectives, and aligning meaningful benefits to them, is a skill and exercise that could literally mean the difference between you keeping or losing a partner.

Over the past 2 blogs, we focussed on what benefits align to the objectives of Brand Awareness & Brand Positioning and Networking & Building an Audience.

In this blog, we take a look the next 2 pillar objectives that sponsors are often looking to achieve – Relationship Building and Community Engagement.

Sponsorship Objective #5 – Relationship Building

Relationship Building objectives are met by using opportunities provided by a rights holder to develop and strengthen relationships with clients and/or prospective clients.

Some great assets you can provide to leverage and achieve this objective include:

  • Individual appearances to engage clients and/or prospective clients;
  • Group appearances for special engagement opportunities;
  • Hospitality to provide more intimate opportunities to engage;
  • Ticketing for entertainment and engagement with customers or potential clients;
  • Social media opportunities to provide digital engagement; and
  • Merchandising to allow you to provide gifts and recognition of support.

Sponsorship Objective #6 – Community Engagement

A key objective, that a lot of sponsors and potential sponsors will want to achieve, is engagement with the community that a rights holder has access to. Often, this is because a rights holder provides a channel for sponsors to access a community through an emotionally attached and trusted source that can be difficult for the sponsor to access.

Key assets you can consider to achieve this include:

  • Individual appearances to engage clients and/or prospective clients;
  • Group appearances for special engagement opportunities;
  • Digital content for sponsor use to provide opportunity for direct community engagement and conversation pieces;
  • Ticketing for use in competitions or to gain access to potential audiences at events;
  • Email marketing via eDM in order provide direct offers, promotional opportunities and/or competitions to members and databases;
  • User generated content which is sponsored by the commercial partner, allowing direct involvement with an audience and sponsor;
  • Social media opportunities to execute competitions and content opportunities;
  • Use of ambassadors to position a brand as a trusted partner and generate trusted relationships with audiences;
  • Naming rights to programs, events or the organisation to elevate the engagement position with the audience in an exclusive and uninterrupted manner; and
  • Program sponsor which will allow opportunities for direct engagement at specific programs or events of a rights holder with participants and consumers of those programs or events.

As with the previous parts of this series, there are a number of cross-over opportunities which can achieve multiple objectives through single benefits. Also, a number of community engagement opportunities need to be coupled with relationship building assets in order to correctly execute.

Getting It Right

There are many options available to achieve single or multiple objectives. To get it right, and succinct, you need to be sure you are delivering benefits that you can both deliver effectively and your partner can easily and effectively take advantage of. The last thing you want to do is make the achievement of objectives either complicated or difficult to achieve as this will only affect renewal in the long term.


Part 4, the last in the series, will examine the key pillar objectives of Qualified Leads and Generating Sales.

A reminder that, if you haven’t already, you can learn about the benefits that help achieve Brand Awareness & Brand Positioning and Networking & Building an Audience in parts 1 and 2.

Mark Thompson - SponServe

Mark Thompson // Managing Director

Mark specialises in sponsorship and diversified income strategies and has used this expertise across the Community, Semi-Professional and Professional Sports sectors. He combines hands-on experience in managing the expectations and obligations of sponsors with marketing and stakeholder engagement to deliver outstanding results.

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