It may seem obvious but in an ever more competitive market, properties are under mounting pressures to gain revenues from sponsorship, and the task gets even harder during sluggish economic times. As it is true for the consumer market, attracting new business is a much costlier endeavor than retaining existing partners. That is why your sponsors are your greatest assets. I am a firm believer in the concept of shared value. Properties and sponsors might not always agree, but they do have common goals that can create added value for both partners once reached.
What are the things both partners value?
Besides the revenue gained from a sponsorship deal, properties will also seek objectives of their own like visibility, ticket sales, brand image and networking opportunities, to name a few. Sponsors will sign a sponsorship deal for various reasons like visibility, awareness, affinity with the target audience, brand image, sales or to mobilize their employees, for example.
Activation
It is a well-documented fact that sponsorship activation is a prerequisite for a sponsor to achieve its communication goals. Properties will largely benefit from a sponsor’s activation program, in various ways. It will generate both visibility and awareness: a great way of catching the interest a potential sponsor. Depending on the property’s industry, such publicity will also help in selling tickets or generating increased traffic.
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Companies are known to use sponsorship as a means to associate with a particular event as part of their marketing efforts. Many companies, whether their products or services have some association with a sport or not, are using sport sponsorship. Real Estate companies being prominent sponsors of sports in the country, a qualitative case study methodology has been used, based on documents of two Real Estate companies.
