One Sponsor, Several Products, New Direction

There is an article in today’s Wall Street Journal that discusses the NFL’s new sponsorship deal with Proctor & Gamble.  This is a new direction for the NFL.  They realize their traditional sponsor/partners can no longer be counted on.  How can we learn from this?

All of us that sell sponsorships for our venues, shows, or events know that sponsorships have taken a huge hit in this recession.  Most of our sponsors have taken a second look at their deals.  In many cases they have decided to cut back or cut out sponsor deals all together. We need to think outside the box just the like the NFL. 

By cutting a deal with P&G, the NFL is expanding all their partner options.  P&G has lots of different products that could be used.  In one example they have created “Official Locker Room” products.  These include Old Spice, Head & Shoulders, and Febreze.  I think this is great!  They are taking sponsorship into the locker room.  The tie-in fits and the customer can relate.  This is a win-win.

As we go forward, we should look to companies that have multiple products that will work for your brand.   Working with several products from a single source will make your job a lot easier.  Create your ticket campaigns around these products.  Re-think where you could add partner opportunities. Go for non-traditional options.  Make them a true partner and promote each others brands.  Don’t make it just about signage.  That is so 1990′s!

We Need A Sponsorship Makeover

All of us in the industry are very aware of what is happening with corporate sponsorships.  Or might I say the lack of corporate sponsorships.  This area of revenue has taken the biggest hit because of the recession. What can we all do to bring it back?

In the 90′s it didn’t take much to get a company to give us a check.  If you could get to the right person with the right ego, you were in.  Companies liked seeing their brand on TV, plastered around the arena, and mentioned five times during a game.  They liked the free tickets, the meet-n-greets and other perks that went with the sponsorship. They liked being the big deal.  All of this was good for the corporate ego. 

Today, ego’s cost too much money.  Ego is a luxury that gets cut from the budget.  Every drop of money spent has to be quantified.  Every dollar spent has to show ROI.  This is today’s challenge for all of us trying to swim in the sponsorship ocean.

If you are producing events, manage a venue, or run a sports team you need this revenue to be successful. Selling sponsorships and selling tickets at the same time is a catch 22.  You need sponsorship revenue to help pay for the event.  You need butts in seats to satisfy the sponsors.  This is why I say look at sponsorships as partners.  Don’t just ask for money from them.  Make them a partner.  Maybe you take a little less money and tap into their marketing opportunities. Maybe you create a joint marketing plan.  What about giving them some financial reward for success? You have seen cash back from spending on credit cards? Create a win-win opportunity for both.