It’s Valentine’s Day-a day of romance and relationships. So, what does that have to do with sponsorship and sponsorship marketing? Everything. Absolutely everything. I use the analogy of dating and marriage when I am talking about sponsorship relationships. In my mind, they are identical.

As a property or a brand, you first set out to find a compatible partner. You may use personal references or leads (board member suggestions, senior staff recommendations, a friend or family member recommending a person whom you might enjoy spending time with) to build your prospect list. You may use modern technology (online matchmaking services such as eHarmony on the personal side or web searches on the sponsorship side). Then you reach out and ask that person out. In the case of sponsorship, you request a meeting.

From that first “date,” you do “research.” On the personal date, you find out if they are compatible. What are their likes and dislikes? What are their goals and ambitions? Do they have or want kids? Most likely, you take it slowly. You are cautious. You want to make the right moves. It is the same in the sponsorship world. At the Partnership Group – Sponsorship Specialists™, we call these “dates” discovery sessions.

After some “dating,” you may make a proposal. At first, it may be the suggestion of living together or leaving a toothbrush over. In the sponsorship relationship, it may be a small “test drive” sponsorship. If that seems to work well (small sponsorship/toothbrush scenario), then the big proposal comes-the “ask” for marriage and a long-term commitment-at higher stakes than a sleepover or small sponsorship.

All of that is just the “foreplay.” Once the “marriage” takes place, the real work begins. To make the marriage work, both parties must give and take. Both must communicate and work together. Both must “fulfil” on their vows and the promises they made. As long as both parties continue to deliver “the goods,” the marriage will last. Hopefully that is a lifetime, such as BMO Bank of Montreal and the Calgary Stampede (100 years), Molson and the Montreal Canadiens, and CIBC and the Canadian Breast Cancer Foundation. But sometimes people change. What was promised or vowed does not come to fruition. Then there may be separation and divorce. It is important to do this amicably.

Unfortunately, similar to our Canadian divorce rate of 50%, sponsorship partnerships often do not work out. I watch brands fail to activate when they promised they would. I watch selling properties not deliver audience or signage, or senior management people change things after the marriage has been consummated.

So yes, Valentine’s Day is an important reminder for all of us in sponsorship about our existing relationships. Why not call your sponsors or your properties today and tell them how much you appreciate them? Tell them you care. I don’t think you need to send flowers or chocolates, but a phone call, note, or email may be just the right thing to do with your sponsors this Valentine’s Day.

These are just one person’s thoughts. Yours are welcomed as well, so comment below.And thank you for reading.