Associating your name with others.
WHAT SPONSORSHIP PROVIDES
Visibility with a defined audience Association with something people value Community goodwill
WHAT TO ESTABLISH BEFORE COMMITTING
Who the audience actually is Whether they are your customers What you receive What it costs, including staff time
WHY THE AUDIENCE QUESTION
Sponsorship is frequently bought for the sponsor's enjoyment rather than for reach.
WHAT TO ASSESS
Whether association with this party is appropriate.
WHAT TO CONSIDER
Their conduct and reputation Whether their audience overlaps yours Whether the association could embarrass you
WHY
You inherit some of their reputation.
WHAT TO AGREE IN WRITING
What you provide What you receive, specifically How your name and mark are used Approval of materials Duration and termination
WHY NAME USE SPECIFICALLY
It is the commonest source of dispute.
WHAT TO ESTABLISH
That you approve how you are represented.
WHAT TO MEASURE
Whether anyone noticed.
HOW
Enquiries referencing it, and asking customers.
WHAT TO AVOID
Renewing automatically without assessment Sponsorship chosen by personal interest Commitments beyond the current year
WHAT PARTNERSHIPS WITH OTHER BUSINESSES PROVIDE
Access to each other's audiences.
WHAT TO ESTABLISH
What each party provides and receives How it is communicated What happens if either party's reputation suffers
WHAT TO PROTECT
Your ability to withdraw.
