Creating a successful sponsorship proposition
Listen to Nontokozo Madonsela, Group Chief Marketing Officer at Momentum, and Carel Bosman, Head of Sponsorship and Events at Momentum, on PowerFm as they chat about how Momentum has showcased women's journey to success and elevated women's impact in the sporting world through the sponsorship of the Momentum Proteas team and Momentum gsport awards.
Joining them in studio is Nqobile Ndlovu, a sports business researcher and owner of Cash N Sport. Nqobile partners with Nielsen SA to conduct sports business research to extract business value from the sports industry in SA. He chats about the sponsorship properties that make a sporting sponsorship valuable.
FEATURE
Passion point
BENEFIT TO SPONSOR
Passion points provide the sponsor with a receptive environment for stakeholder (customer, supplier, employee etc.) engagement.
TYPE OF INFORMATION TO PROVIDE
Define the broad area of interest that your fans are passionate about (e.g. football, music, Formula 1 etc.)
FEATURE
Property/Brand
BENEFIT TO SPONSOR
The brand equity that the sponsor borrows through its association with your property.
TYPE OF INFORMATION TO PROVIDE
Who do we serve?
What functional benefits do we offer?
What emotional benefits do we offer?
What makes us unique?
What are our values?
How have we performed?
FEATURE
Exposure
BENEFIT TO SPONSOR
Enables the sponsor to establish its brand stature.
TYPE OF INFORMATION TO PROVIDE
Schedule of events.
What viewership and listenership does the property enjoy?
What exposure opportunities are available to the sponsor?
What media partnerships does the property have?
FEATURE
Stakeholder engagement
BENEFIT TO SPONSOR
Provides the opportunity for the sponsor to build belief in and affinity for its brand proposition.
TYPE OF INFORMATION TO PROVIDE
Opportunities for the sponsor to:
Produce engaging Brand Communication.
Create “money can’t buy” experiences.
Run brand promotions.
Drive sales.
Offer hospitality.
FEATURE
Client service
BENEFIT TO SPONSOR
The ease of doing business with the rights holder.
TYPE OF INFORMATION TO PROVIDE
Detail client service team and frequency of meetings.
FEATURE
Rights fees
BENEFITS TO SPONSOR
Enables the sponsor to measure the return on its investment.
TYPE OF INFORMATION TO PROVIDE
Illustrate the structure of the commercial programme.
Detail fees payable for rights available.