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Writer's pictureStephen Nagrant

Writing Your Playbook: Essential Content Needed for Selling Sponsorships


Writing Your Playbook: Essential Content Needed for Selling Sponsorships

Essential Content Needed for Selling Sponsorships


In sports marketing, selling sponsorships is akin to a well-orchestrated play on the field. The stakes are high, the audience is discerning, and the narrative needs to be compelling. The game-changer here is the content that is crafted meticulously to woo potential sponsors. The essential content needed for selling sponsorships is your playbook, guiding the sales strategy to victory.


Here’s a dive into the pivotal content pieces that form the backbone of a robust sponsorship sales program.


The Preliminary Lineup: Prospecting and Qualifying

Before stepping onto the field, having a clear view of the playing ground and the contenders is crucial.

  • Prospecting Information: Detailed background information on potential sponsors.

  • Audience Profiles: Comprehensive profiles of the target audience.

  • Fan Demographic Reports: Insights into the demographics of the fan base.

  • Lead Qualification Criteria: Parameters to qualify potential sponsorship leads.

  • Lead Scoring Methodology: A scoring system to prioritize information.


The Playbook: Crafting the Sales Pitch

With a firm understanding of the playing field, it’s time to delve into crafting the sales narrative.

  • Demand Generating Content: Content that piques the interest of potential sponsors.

  • Sales Scripts: Scripts for sales pitches tailored to address the interests of potential sponsors.

  • Email Templates: Ready-to-use email templates for initiating conversations and follow-ups.

  • Sales Materials: Comprehensive materials outlining the sponsorship opportunities, benefits, and terms.

  • Marketing Analysis: Analysis showcasing the marketing reach and impact of the sponsorship.

  • Custom Branded Mockups: Tailored mockups showcasing how the sponsor’s brand will be featured.


The Scorecard: Showcasing Value

A clear picture of the value proposition is crucial in clinching the deal.

  • Inventory Rate Cards: A clear breakdown of the sponsorship inventory and the associated costs.

  • ROI Analysis Presentations: Detailed presentations analyzing the return on investment.

  • Case Studies: Real-world examples showcasing the success of previous sponsorships.

  • Infographics: Visual representations of the impact and benefits of the support.


Sealing the Deal: From Intent to Fulfillment

As the narrative reaches its climax, it is crucial to have the right content to seal the deal and ensure fulfillment.

  • Letters of Intent: Formal letters outlining the intent to sponsor.

  • Contracts: Legal agreements detailing the terms of the sponsorship.

  • Fulfillment Guides: Guides outlining the steps for sponsorship fulfillment.

  • Newsletters/Updates: Regular updates keep the sponsors informed about the progress and impact of their sponsorship.

  • Surveys: Tools for gathering feedback from sponsors for continuous improvement.


The Common Pitfall: Misalignment of Content

One common pitfall in sponsorship sales is understanding what content to use and when during the process. Each piece has its place in the narrative, and misalignment can lead to lost opportunities.


Conclusion

Selling sponsorships is an art and science intertwined with a compelling narrative that resonates with potential sponsors. The content crafted for this journey needs to be precise, effective, and tailored to showcase the value proposition in a light that’s hard to resist. As in a riveting game, the right moves, made with the right content, can clinch that winning sponsorship deal, elevating the game to a whole new level.

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