Typically, we all see properties or right holders selling sponsorship. They approach brands and bring in the money–but they have marketing budgets themselves. Many of them market themselves through radio, internet, social media, newspaper, television, outdoor, magazines, and more. Why don’t they invest in what they sell… sponsorship marketing?
Every day, these rights holders promote the value of investing in sponsorship, be it with a charity walk or run; pro or amateur sports team, community association, charity ball or event, member organization AGM, or professional development conference. They are out telling brands and sponsors how they can more effectively and efficiently deliver marketing results to a targeted audience through their experiential sponsorship program than the brand could achieve through TV, radio, outdoor, and so on. Then they take their own marketing dollars and invest not in sponsorship, but in TV, radio, outdoor, and so on instead! I call this hypocrisy.
There are huge rights holders such as the Calgary Stampede, the Toronto Maple Leafs, the Canadian Breast Cancer Foundation CIBC Run for the Cure, the CNIB, and many others which spend thousands, and in some cases, hundreds of thousands on marketing every year. But instead of sponsoring events, they buy traditional media. There are smaller organizations, local charities, and non-profit groups doing the same. They try to sell the benefits of corporate sponsorship, then spend their marketing and community investment dollars only on traditional advertising. That doesn’t make sense to me.
But there are some who have truly seen the light and practice what they preach. IEG commented back in March that many US blood banks (both non-profit and for-profit) are investing in sponsorship to position themselves and also to drive new blood donors. They note that BloodSource has signed an official sponsorship of California’s Sonoma Raceway, while Virginia Blood Services will title an 8km run as part of next month’s Miller Lite Charlottesville Marathon.
While some blood banks and other non-profits may not have money for cash deals, properties can use the partnerships to support community outreach and CSR initiatives.
Here in Canada, the Toronto Blue Jays have invested in a cash sponsorship with our client Little League Canada. In addition to the radio, TV, and outdoor that the Blue Jays invest in, they have invested in a property that reaches future generations of ticket holders and fans who buy merchandise-the players of Little League baseball. Even more recently, the Thunder Bay stop on the PGA Tour included a property as the title sponsor of the event. The first annual Staal Foundation Open presented by Tbaytel was held at the Whitewater Golf Club this month. The sponsorship is $100,000 per year for three years. The Staal Family Foundation, founded by Eric and Jordan Staal, teammates on the NHL’s Carolina Hurricanes, was a driving force behind this. They felt that placing their name on a marquee event is the perfect opportunity to kick-start their foundation.
“It’s been a long process trying to put it all together but we felt it was a great opportunity to launch it and grow it,” Eric Staal said. “We’re in for the long haul and hope to continue to grow our foundation.” Like the Staal Foundation, the tournament’s mandate is to support local charities and direct the sponsorship funds to community organizations.
I think that, when small or large properties invest in marketing, they need to look at sponsorships. They need to use this medium effectively to drive their marketing messages just as they encourage their own sponsors to do. I am talking about the true sponsorship marketing investment as part of the media mix, not the “quasi sponsorship – community investment – donation” type sponsorship method of supporting a charity or non-profit. Truly, the larger organizations especially need to invest in what they promote and learn to practice what they preach. Maybe their marketing folks need to sit in on the property’s “Sponsorship 101” program or their sponsorship folks should educate them directly on the merits of sponsorship as a viable marketing channel!
These are just one person’s thoughts. Yours are welcomed as well. Please add your thoughts or comments to our below. Thank you for reading and your feedback.