| A
PUBLICATION OF NDFP DART REFERENCE MANUAL All Rights Reserved 2005
- 2007© |
|
|
Sponsors are individuals or corporate
entities who support and fund a particular endeavor and, in the
case of darts, in support of a darting event.
|
 |
|
| |
|
| |
|
Sponsorship can come
in the following forms or in a combination of forms:
Cash sponsorship – providing money as the
means of sponsorship
In-kind sponsorship – providing the company’s
products in lieu of cash or other in-kind sponsorship such as trophies,
dartboards, etc.
Ex-deal sponsorship – providing services
as the means of supporting the sporting event such as venue owners
who will provide the venue for free in exchange for sponsorship
exposure or radio stations to make event announcement in exchange
for being a sponsor.
|
|
|
|
| |
|
| Sponsorship
Rationale |
|
Corporate and individual
sponsors consider event sponsorship as one of the means for giving
exposure and promotions to a product, a company or an individual.
Sponsorships are promotional exposure for sponsors. Make sure that
the proper exposure and promotions are given. These promotional
exposures are called media values. |
|
|
|
| |
|
| Media Values |
|
The generic term to
describe the various forms of promotional exposure is called media
value. In the strictest sense, media values come in the form of
radio, television and print (such as event ads, press releases and
news articles). This is also known as the tri-media.
The media values considered as “non-media values’ come
in various forms such as streamers, flyers, brochures, posters and
A-boards. |
|
|
|
| |
|
| Sponsorship
Package |
|
Sponsorship package
is the total sum of the media value exposures the event organizer
is willing to provide in exchange for soliciting sponsorship. Potential
sponsors may not all have the capacity to support the event and
thus the sponsorship package is broken down into different categories
and the corresponding media values in each category is allocated.
The amount of sponsorship solicited is determined by the amount
of media values allocated in each category. |
|
|
|
| |
|
| Sponsorship
Categories |
|
Event Presentor
/ Title Sponsor – is the highest form of sponsorship
and name of the sponsor is carried in the event such as Robson’s
Darterong Pinoy 2002 or the Samsung All Filipino Basketball Conference
in the PBA.
Major Sponsor
Minor Sponsor
Contributor
The Event Presentor is given the most exposure that can
include product lockout, the most number of streamers, premium logo
placement, merchandising rights and other values the organizer can
provide. The Major Sponsor will have less media values compared
to the Event Presentor and the Minor Sponsor will have less exposure
compared to the Major Sponsor and down to the different categories.
It is very critical to list down all the media values in
each category for these will be the basis whether the amount of
sponsorship being solicited is equivalent to the media values being
presented.
If there is only one sponsorship category make sure that all of
the media values are the same for all sponsors. Once favoritism
becomes very evident and the credibility of the organizer comes
into question then the organizer would have a hard time looking
for sponsors in the future.
Remember that sponsors are not charitable institutions. For any
sponsor, the primary consideration is what it would get in return
for its support. This return on investment (i.e., sponsorship) is
thus translated to its equivalent media and non-media values.
|
|
|
|
| |
|
| Targeting of
Sponsors |
|
In looking for potential
sponsors, the following things have to be considered:
Sponsor’s target market – The target market
is a specific segment of the populace that the sponsors usually
cater to. As such, you would not expect a company whose product
is infant formulas to sponsor a dart event. In the same manner,
you would not expect the SK Chairman of a barangay in Marikina to
sponsor a tournament in Cotabato City. The possible target sponsors
for a dart tournament are sporting goods stores, dart distributors,
alcoholic beverages and a host of potential sponsors.
Event requirements – Instead of financial
support, it is also possible that a sponsor could support the event
in some other manner through what is known as an ex-deal. For instance,
instead of paying rental for a venue, the organizer could ask the
venue management to waive the rental in exchange for being a sponsor
of the event.
Organizers must always bear in mind that it is not ethical for competitors
(i.e., San Miguel Beer and Colt 45, Jollibee and McDonald’s,
etc.) to be sponsors of the same event. At the same time, a product
lockout is always preferable for the Event Presentor
|
|
|
|
| |
|
| Responsibility
to Sponsors |
|
The media values in
the sponsorship package are the organizer’s commitment to
the sponsor. Therefore, whatever is promised to the sponsors must
be met and completed – no ifs, ands or buts. It is suggested
that all commitments are documented and filed. The documentation
of the event is called the Activity Report.
The Activity Report is a summary of the events that transpired,
pictures of event streamers, stage streamers, etc. (especially the
commitments given to the sponsors), news clippings (articles, press
releases, etc.), print ads and the results of the tournament or
league and, if radio and TV values are included, the Certificates
of Performance from the radio or television stations.
The Activity Report should be submitted to the sponsors along with
the sponsorship billing of the event. |
|
|
|
