ABSTRACT
There are two informative perspectives in sponsorship, the sponsor’s view and the property’s view. In the main, partnerships begin with the property in sports, arts, entertainment or charity soliciting sponsors. Many properties utilize a sponsorship proposal in seeking partners. The basics of sponsorship proposals are discussed, but as well, the risks of an off-the-shelf proposal are noted. New thinking on prospecting for partners and a tool to assess sponsor prospect potential are offered. Sponsorship pricing is discussed. A contrast is made between the way in which small- to medium-sized properties solicit for sponsorship and the way in which large properties negotiate sponsorship deals. Exclusivity and other property and sponsor goals are examined in understanding partnership success. Last, there is a look at sponsorships that are determined by scale, focus, geography and performance.
