Sponsorship, and how to find your perfect pairing

Whichever way you look at it, running a successful awards programme can be a costly business, and securing sponsorship is a popular way to offset some of the outlay. Not only that, but it can also improve the visibility, credibility, and sustainability of your awards, and build relationships with valuable partners. So, what exactly is sponsorship, and how do you go about getting it? Here are our top tips for securing a deal.

What is sponsorship?

Sponsorship is when an individual or, more usually, an organisation supports the awards programme in some way - this is often in the form of a traditional financial contribution, but can also include other resources such as a venue, catering, raffle prizes, or media partnership. The intention is that this is a mutually beneficial relationship that provides financial support and resources for the awards programme, while also offering the sponsors valuable brand exposure, positive publicity, and a potential increase in ROI.

What are the benefits?

🤝 Cut costs and boost the sustainability of your awards programme.

🤝 Increased expertise, and support with resources such as venue, catering, advertising, and prizes, for example.

🤝 Improved credibility for the awards programme, by association with relevant, well-known brands.

🤝 Heightened visibility and reach for the programme, and an increase in promotional opportunities.

🤝 The opportunity to build partnerships and networks with like-minded organisations.

I'm in! How do I go about getting sponsorship?

🤝 First, you need to understand the 'why' of organisations that sponsor awards or events - sponsorship is a two-way street which benefits both parties, so figuring out why companies do it will help you nail down how you can meet their goals. Social media impressions, increased sales leads and access to a specific audience will often feature on a sponsor’s wish list, so be ready to demonstrate how your awards can help.

🤝 Know what you’re offering - what are your awards celebrating, what is your overall vision for them, who is your target audience, what sets your awards apart from others? Gather all this information right at the start, so that you can pinpoint potential sponsors, and clearly communicate the benefits of partnering with you.

🤝 Identify potential sponsors - which organisations would be a good fit for your awards? For example, if your awards are all about health and wellbeing, target brands that are also active in that space, but ensure their values align with yours (rather than taking a scattergun approach). Similar awards programmes or events are a good source of potential sponsors. But don’t just spam every brand you can think of - find ones that really meet your criteria, and go for brands that have a history of sponsorship - and a healthy marketing budget!

🤝 Reach out - find out who the decision maker is at your target organisations, and get in touch. Make the most of your networks; if you have an existing relationship with a potential sponsor, or have a mutual contact in common, then all the better.

🤝 Make a proposal - put together a slick, professional pitch that clearly demonstrates the benefits of sponsoring your awards. Create a compelling case that communicates key information including the expected number of entrants and demographics, anticipated ROI for sponsors, and testimonials from previous sponsors. Offer a variety of packages to cater for all levels of interest and expenditure, and make it clear what each tier offers.

🤝 Keep communicating - as we keep saying, sponsorship is best thought of as a mutually beneficial partnership, which needs to be built through open and regular communication. Follow up on your pitch, and nurture the relationship - even if it doesn’t result in sponsorship straight away, partnerships with brands that are aligned to your awards can prove to be valuable in other ways.

🤝 Make good on the deal - provide your sponsors with the opportunities you promised, whether that is simply their logo on your website or a high-level ongoing media partnership. By delivering a high quality experience, which offers tangible benefits and provides solid ROI, sponsors are more likely to return, and spread the word.

🤝 Follow up - keep lines of communication open once your awards are over, ask for feedback from your sponsors about what you can do to improve your sponsorship offering, and nurture the partnership so that both parties can benefit from future opportunities.

Sponsorship is just one part of the whole awards programme - and we’re here to help you with all of it! If you’d like to chat about how we can make your awards go smoothly, drop us a line or request a demo - we’d love to meet you.