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Rasmussen College Summit: Sponsorship
RCWCS Staff |
Sponsorship Panel
Panel Members:
- moderated by Valory Gilpin, Rasmussen College
- Dan Stangler, Wheaties
- Stephanie Scott, Jelly Belly Candy Company
- Ron Kadera, County Cycles/Gopher Wheelmen
- Katie Mattis, RPM Connect
Q: What are your goals when you enter a sponsorship?
Dan: Key factors are:
- Sell more cereal
- Engage with consumer
- Sponsorship relationship
- The goal should be to really understand each other. Sponsorship teams should understand what the sponsor expects and wants to get out of the relationship.
Ron: County Cycles sponsors the oldest bike club in the Midwest and has been a sponsor for the longest period of time.
A relationship over time is important for a sponsor to be able to provide. The camaraderie is very important to have between a sponsor and a team.
Stephanie: Some sponsors actively manage a sponsorship and some do not.
As a team, it’s important to convey to your sponsors what you can do for them. What’s right for the business and what’s right for the team do not always align
It’s not about race results; it’s about what a team can deliver off the course that is just as important.
Katie: Factors that I consider:
- Know the niche of the sponsor you are trying to reach and tailor opportunities to them.
- To me, its about interactions more that the number of impressions a sponsorship can offer.
- Think about how you can integrate the brand- live the brand, be the brand
- Consider how can you provide a niche no other team can provide
Q: How do you live the brand?
Dan: Not all companies can work that closely with a sponsor. Some are looking for turn-key/less involved opportunities.
Most often, a company, such as General Mills, wants to see how you can connect with the audience to achieve results for their products.
An organization wants to see how you can build relationships with people and deliver value to the brand, product or service.
Stephanie: Some companies such as Jelly Belly are really involved with sponsorship application. Whether they are involved or not, they expect you are doing what you want them to do. It costs a lot of time and money to be really involved with a sponsor.
Jelly Belly wants their sponsorship teams to be approachable, accessible and fun.
Katie: Sponsorships are like real-estate. You need to take care of a variety of levels of involvement.
Take care of your neighbors, take care of your own property and develop relationships to tell your story to.
Ron: County Cycles has a more direct relationship to cycling than other sponsors. We want people to look at these top riders and see them as cycling role models. They wear our jerseys, ride at a high level and are seen out on the road.
Our goal is that the team will be seen as a resource for cycling information, and in turn see County Cycles as an expert in the field. Our sponsorship conveys that the store can take care of all of a riders needs.
Sponsorship levels also vary. With some organizations a sponsorship means cash for a team to spend in order to meet certain goals for the team and sponsorship. For County Cycles, a sponsorship means product reimbursement, a team van, promotional support and store discounts.
Q: What should a sponsorship proposal include?
A sponsorship proposal should be left fairly brief as most companies receive hundreds of proposals a year.
The proposal should demonstrate how your cycling team will create awareness of the brand, connect with people and encourage people to engage.
When a brand looks for sponsorships, they are most likely looking for the philosophical approach such as relationship building more so than they are looking for impression numbers.
Group: A proposal should be detailed, yet succinct.
It should quantify the number of appearances and specify how many people you will reach, where you will race and how available team members are for appearances and interview opportunities.
If the business you are pitching is not directly related to cycling, figure out what you can do to create that bridge
Most proposals need a 90-day window to even make it into consideration
Follow-up with persistence and professionalism
Don’t send a cookie-cutter proposal, know your niche
Visit the International Event Group website at sponsorship.com for more information about sponsorships
Remember, a sponsor looks for ways their message can be memorable, digestible and repeatable
Research who accepts sponsorship proposals at the company you are trying to reach. Many organizations use PR and ad agencies to help them filter proposals.
Finally, look for the opportunity to offer the sponsor emotional involvement in the sport. That will pay off dividends.
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