Selling Sponsorships - The Key Ingredients Of Success

Selling Sponsorships – The Key Ingredients Of Success

February 9th, 2016 Posted by No Comment yet

Selling sponsorships is always a focus. However, one of the biggest conundrum’s I see, especially when speaking with new sponsorship professionals, is pitch structure.

This is not a new problem and, in fact, one that I struggled with for years until I stumbled across a formula that has served me well for many years since.

There is no science behind how I came up with this. Instead, I was on a streak of successful sponsorship acquisitions and decided to compare what I had been doing differently which had helped me turn the corner. The answer was in how I was telling my story.

People often talk about great story telling and sponsorship pitches that create organisational alignment and emotion. But how do you actually do that? The answer are the four 4 key pillars which will make your pitch resonate.


Get straight to the point and create a synopsis of what you are there to speak about, why you are sitting in front of this prospect and what the opportunity you are about to present to them is.


Next, flow into how this opportunity aligns with your prospect’s organisational objectives. This is your chance to show that you have done your research and start to lay the platform for your business case rather than a simple sales call that most of your competition are out there doing.


Share with your prospect what your partnership will achieve both for your business and theirs. For you business, be specific but it may include flow-on impacts such as athletic performance, community development etc. For the prospect’s business align achievements this with their objectives and talk about reach, achievable outcomes and emotional impacts.


Once you have set the scene you need to let your prospect know what you want from them. Whilst the easy approach is to go with a blank canvass, your research and engagement conversations should have qualified an idea of what they are capable of financially. Position your proposed investment with the impacts and alignment and set some expectations around timeframes so you know when you can expect a response.

The key to making a good pitch is to paint a good, positive and aligned picture. So, use imagery, use descriptive language and present the proposal in person to maximise the emotional impact.

No one will care more about this opportunity than you. So, temper your emotion with a well prepared and researched approach, follow the key pillars and, of course, find what your sweet spot is in terms of how you present.

Do that and you may just be about to turn the corner with selling success!

Mark Thompson - SponServe

Mark Thompson // 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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