SportsEvents Magazine

AUG 2018

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Page 16 of 67 August 2018 17 TIPS for Negotiating with Sponsors Jason Hendrix, director of commu- nications with the Florida Sports Foundation, offers three tips for negotiating with potential sponsors: ► Don't show your hand early. There is always opportunity to grow and not be stagnant about your needs from a sponsor or an event. Don't put a ceiling on your expectations in terms of what you hope to get from a sponsor or what a sponsor can get from you. ► Be transparent. Be very open and honest about your needs, wants and desires for an event, and make sure that same transparency is re- ciprocated from a potential sponsor. This way, you know whether you are hitting the right price point and providing the right elements in a sponsorship package. ► Don't give up. Just because you didn't get a sponsor the first time does not mean that an opportunity will not open up down the road. Never burn a bridge. Keep the relationship open and always have consideration for what is going on with a potential sponsor. n Premier Youth Sports Housing Service Full Service Beginning to End Leading the Way Nationwide L t Our T ork For Your T • • • • Customer Satisfaction Guaranteed Yet, even amid a positive forecast, industry professionals recognize that it takes creativity and a well-conceived brand strategy to stand out and engage sponsors in a competitive, crowded marketplace. According to Josh Todd, CSEE, executive director with the Omaha Sports Commis- sion, this is especially true when for-profit sports groups in the same town offer similar sports or offerings. "That is when creativity and being a non-profit stand-alone event can help," he said. "I think some sports commissions find competition for sponsors from other non-profits in town that are not sports-re- lated. We obviously 'sell' or 'market' to customers and event owners not within our city but increasing your brand awareness – year-round not just when events are coming up – within your city is now more import- ant than it ever has been." Jason Hendrix, director of communica- tions with the Florida Sports Foundation, points to the importance of a good product as the foundation for sponsorship wins. "Putting on successful events is the most important," he said. "You have to have a successful event for sponsors to a) want to be a part of what you are doing; b) continue to be a part if they already are involved; or c) influence others to be a part of what you are doing." A well-run event is one part of the ► t GAME Plan

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