Sponsorship Support for Creative Projects

Many projects in the cultural, sports and events sector require commercial sponsorship partnerships to make them happen.

This involves private companies providing cash investment or product/service support in exchange for specific agreed benefits over an agreed period. These relationships are usually reflected in a legally binding contract that lays out what benefits both parties will deliver.

Commercial sponsors are interested in how the project could support their core business objectives, how the project fits with their brand values, the profile they will generate from the partnership, the audience demographic/reach and events and programmes that can be developed around the project. This can also include staff/family activities, corporate entertainment, competitions, and community outreach and education resources.

Commercial sponsorship takes a long lead-time to develop and requires careful preparation of your case for funding and its presentation.

Before approaching a corporate company to ask for support, it is important that you believe in the benefits of the partnership. Ask yourself:

• Is this company a good and logical brand-fit for our organisation?
• Is there mutual benefit in building an association – can you really deliver the required benefits?
• If you have other sponsors, how would this potential sponsor fit in with the other businesses which support you?

The key things to remember when approaching sponsors are:

• They get heaps of approaches so yours needs to stand out
• They are busy people and expect a business-like approach
• When pitching an idea you need to focus on their needs not yours – think about what benefits you can deliver and how you can add value to their brand
• They will expect you to have done your research and preparation regarding their company activities – their website is a good place to start
• Many companies give sponsorship advice on their websites, clearly stating what they will and won't support, and how to make an application
• You will never get a quick response to any sponsorship approach, so allow plenty of time before your project is due to be delivered
• You need to allow at least three months to clear one approach – in general the bigger the dollar amount the longer it will take to negotiate
• During the negotiation process it is important that you develop relationships with key staff within the organisation who will help you understand more about their company objectives. These contacts can become your internal champions of the project.
• Depending on what the opportunity is and how many opportunities you have, it can be unwise to make multiple approaches to different sponsors at the same time – this may mean finalising one approach before starting the next one
• If you are successful, the sponsorship money may not appear until next financial year and payments will likely be staged
• You must be ready to collect and supply hard data that shows you have delivered the benefits outlined in the contract.

If the company provides products or services (such as freighting, advertising or technology equipment) rather than cash, the partnership still requires a written agreement and a value/listing of what the sponsor is providing and the benefits they are expecting in return.