Big brand advice and context on the key things rights holders and agencies need to know when pitching sponsorship
A recent SportsPro Live panel on “Unleashing the power of partnerships” was designed to explore the evolving landscape of sponsorships and partnerships. It involved senior marketers from leading brands sharing their successful strategies for building mutually beneficial collaborations that deliver impactful results for both parties.
caytoo has summarised the questions and answers from the brands specifically around the initial element of pitching sponsorship. Namely, what are the key things that rights holders or agencies need to know and do around that initial pitch to maximise their chances of sparking a conversation.
The marketers were:
- Google Pixel’s Head of Brand Partnerships
- Unilever’s VP, Marketing Dirt is Good
- Metro Bank’s Director Brand & Marketing
Q. What is your main practical recommendation for organisations when pitching?
A. You need to understand and show in your pitch what the objectives and/or challenges are of the target business and how you can support that.
Bear in mind that £1 spent on sponsorship means £1 less spent somewhere else, such as TV. If you take TV as an example it’s:
• Trusted
• Has robust measurement
• So is easier to sell into the business as budget holders understand the payback/results
So you have to work harder to sell the idea of a sponsorship: “What’s your hook?!”
Q. What are the most important characteristics in deciding to do a sponsorship?
Q. How do you sell it in internally?
Q. What should rights holders lead with in their pitch?
Q. Should a deck be included in the initial pitch or not?
Q. Why do you sponsor women’s sport?
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