On the heels of negotiating pizza industry megastar, Papa John’s first UK sponsorship deal with The Football League, our sports and entertainment marketing guru provides his expert outlook on the current sports sponsorship climate along with his 4 top tips for negotiating a partnership with the best shot at a staggering ROMI.
The current climate is all about social and digital media and it isn’t just hype. Sponsorship engagement has never been higher or more integrated.
What that does not signify, is an opportunity to forgo the basics. Sponsorships can and should drive revenue and translating fan passion into meaningful ROI starts with sponsorship negotiation.
Looking to secure the best possible sponsorship deal for your client or your brand? Make sure to consider these 4 tips:
Exclusivity – Own, don’t rent. Make sure your sponsorship platform provides a competitive edge vs. your competition. There is only one official pizza sponsor of The Football League, and Papa John’s will benefit greatly from that.
Performance-Driven Compensation – Sponsorship fees can be significant. Ensure success by tying your fees to the successful business performance of your property partner. This puts everyone on the same team. Provide an incentive for the team or league to drive incremental business for you.
Direct Revenue – Identify revenue up-front that helps offset the sponsorship investment. Don’t forget that often times your potential partner is a potential customer as well. For client Party City, we achieved our ROI before we signed a contract…aggressive perhaps, but it is just good business.
Integration – Make sure your sponsorship rights allow for activation across all media platforms. This is planning for success and today more than ever you need all oars rowing together to break through the clutter.