Using the term “partnership” may sound good, but in most cases, a sponsor isn’t looking for a partnership. They’re looking for exposure, a branding opportunity, or to increase revenues generated from their products and/or services. If they want a partnership, then they’ll purchase an equity position in your property.

As for doing away with “levels”, that will only add confusion to your discussion with a potential sponsor, and potentially cause problems if any of your sponsors start to compare notes. Levels should act as a framework so that a potential sponsor can guage what’s available and what it will cost. Once they’ve established an interest, it’s at that point that you can start to “customize” a benefits package that may better suit their individual needs.

Selling sponsorships, especially for sports-related opportunities, shouldn’t be any different due to market conditions. Companies will always be looking for ways to gain a competitive advantage in a cost-effective manner. Our job is to point out why a “benefits package” would make more sense then perhaps just taking out an ad in a magazine. Most quality companies, based on our experience, will take on a sponsorship role if they see the opportunity being presented to them, as opposed to making them feel as though they’re being “sold” something.

These days, the term sponsorship does mean partnership and to look at it any other way is foolish.

Sponsors and properties have to work together as partners in order to achieve the best possible outcome.

When you have a partner, you look out for their best interests and vice versa.

A partnership mindset between sponsors and properties leads to success and growth.