What makes a successful sponsorship?

1. Sponsorship can work for a variety of different reasons: good customer and staff relations, positive media coverage, enhanced brand profile and image, wider public awareness and even community support. But the true defining factor of any successful sponsorship is the meeting of the original objectives for the exercise; namely, did it fulfill the requirements set out when the investment was first considered?

2. Twenty years ago, most sponsorships – especially those in sport – were considered to have no more justification that being the chairman’s favourite pastime. Some cynics even went as far as saying that those in the arts were the favourite pastimes of the chairman’s mistress!

3. Given the amounts of money now invested in sponsorship and the reputations at stake, it is reasonably safe to assume that more commercial criteria have been applied to the subject, although I have not seen a sponsorship survive for long without the commitment and active support of senior management.

4. What remains true, however, is that unless the objectives for the investment are clearly identified from the outset, the prospects for a successful sponsorship are slim. Too often, confusion on the part of sponsors over what the sponsorship was supposed to deliver leads to disillusionment and a gradual slide into decline.

5. A clear definition of objectives is therefore a prerequisite for success and in this respect, sponsorship, however glamorous the activity, is no different from any other form of promotion.

6. Another essential ingredient in success is originality. The fact is that to be first in sponsorship is a major plus; while to be second is often a costly mistake with little or no prizes attached. Being first with a new sponsorship involves more than its fair share of risk, but the rewards for success are far higher than any offered to those who may come after. One of the classic examples of coming a poor second was the announcement made to introduce cricket fans to the NatWest Cup. ‘NatWest’, they were informed, ‘are the new sponsors of the Gillette Cup!’

7. Once, after several years of association with the same event, a brand becomes synonymous with it, then it takes a considerable amount of time and money to supplant the name of a new sponsor. It is better to be first and foremost.

8. Another key factor in successful sponsorship is the level to which the sponsor integrates the activity within the organization. The chairperson may still be the person who presents the trophy, but he or she is not alone in devoting time to the sponsorship – and nor need the chairperson be the only member of the team to be identified with it. There is no reason why, for example, the marketing or sales director cannot also appear in his or her trade press using the sponsorship as a platform for sales promotion. In fact, every member of staff within a sponsoring organization needs to relate to the investment and feel a sense of corporate pride. In recent years, some multi-million sponsorships have even been undertaken with staff in mind, rather than simply reaching consumers with a well-established brand name.

9. So successful sponsorship should operate at different levels both inside and outside the sponsoring organization. It forms part of the corporate culture, and reflects the values and aspirations of the organization to each target audience. Targeting the audiences and deciding on the messages each should receive from the sponsorship is an integral part of getting the basics right. The task then is to ensure that the messages remain consistent and the commitment to sponsorship stays strong. This is where a good public relations agency can play a crucial part.

10. But who says whether a sponsorship has been successful or not? If the setting out of objectives was conducted properly in the beginning, then it is just as possible to determine the means of measuring those against the results year on year. Evaluation and monitoring are now major elements in the world of sponsorship. Sponsors in the heady world of Formula One motor racing have been largely responsible for driving this trend and adding a much-needed touch of professionalism to the discipline.

11. Gone are the days when sponsorship was considered a success because the intoxicated chairperson remained upright long enough to make a short speech at the presentation before being carried from the stage! The employment of sponsorship directors, managers, assistants and agencies has brought a thoroughly disciplined approach which demands comparison with rival brands and greater emphasis on results, especially television exposure. Effective monitoring and evaluation are now essential requirements for both sponsors and the activities being sponsored – how else are they to quantify the value and worth of the activity and, perhaps, find another sponsor in the future?