Asking for Sponsorship: The Do's and Don'ts

Asking for Sponsorship: The Do's and Don'ts

Handful of cash

Before I delve deep into this article I want you to know it will come across as a bit of a rant, it is meant to, however there is also substance within the post.

Asking For Sponsorship

Every year, since I started way back in 2005, I am approached by pool players or tournament promoters looking for sponsorship.

I have no problems with this at all, I have also been the one requesting with a previous business of mine. Tournaments are expensive to fund, players have expenses, completely fine with that scenario.

What gets my goat though is the unprofessional approaches that I get, a couple of lines on an email saying I will wear your logo, not good enough.

So this brings me to write this article and give you the kind of things I would expect to receive in what is essentially a business transaction, and in any business transaction there has to be benefit to both parties.

The Do's

Always good to start with a positive so this here are the things I would expect as a business owner when being approached for sponsorship:

Personal Sponsorship

  1. Be professional - always.
  2. Write in full sentences and paragraphs.
  3. Provide a 'Cue Sports CV' with historical achievements or aspirations.
  4. Be clear and up front with how much you are looking for in sponsorship.
  5. Define what I as a sponsor get in return - this is very important, no return or no value means absolutely no chance of sponsorship.
  6. State what added value you can bring to Billiards Boutique.

Tournament or Charity Sponsorship

  1. Be professional - again, very important!
  2. Provide a plan of your event or series.
  3. Tell me where it is located.
  4. Tell me how many players or participants there will be.
  5. Provide me with your website address for the series or a Facebook page.
  6. If other sponsors are involved who are they?
  7. Are there any potential conflicts of interest that would need to be negotiated?
  8. What does the sponsorship provide for me in return as a business?

The Don'ts

This brings me on to the don'ts. These should really be self explanatory but you would be surprised at the kinds of things we receive.

  1. Don't ever be rude or arrogant.
  2. Don't use 'text speak'.
  3. Don't make an approach via Facebook or Twitter. Email or Telephone are the best options.
  4. Don't think that a logo space on your shirt is enough to warrant us giving you cash.
  5. Don't be offended if we say no.

 What Kind of Added Value Do We Mean?

There is no exhaustive list to be honest, for me it is anything that adds value to the arrangement.

This would be lots of positive activity on social media, tagging our page in results and updates.

It could be writing tournament reviews, product reviews or coaching articles for the website.

Sending us short video clips and images that we can use on Instagram or Facebook. 

Funny anecdotes that our customers might like to read from a particular event.

Essentially it is about putting some work back into my brand for the money that we have put into supporting you. 

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Comments

Isaac - July 24, 2018

Thank you to share with us your information . I think we need to know everything that we do wrong and what we must improve in order to get the sponsorships on our sport. I will keep on getting some other ideas and see how I can apply for it, to work.

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