Sponsorship

Our team not only has sponsorship experience, on both the client and agency side, but as a rights holder. This knowledge gives us a unique appreciation of what makes a successful sponsorship work.

Partnership is a word often misused in this industry, but Logan Sport Marketing truly understands how to create, maintain and nurture a partnership into a successful strategic alliance.

Our sponsorship service includes, but is not exclusive to, the following:

Research & evaluation
  • Develop a profile of brand DNA
    • Brand category
    • Brand character
    • Brand benefits
    • Brand difference
    • Brand credibility
  • Identify target market
  • Competitor analysis
  • Clarify marketing objectives with sport and overall marketing strategy
    • Create awareness of product or brand
    • Change or reinforce brand image
    • Increase brand loyalty
    • Showcase Corporate Social Responsibility
    • Stimulate sales, trial and/or usage
    • Motivate employees
    • Entertain clients and/or prospective clients
  • Establish a budget
  • Identify current opportunities in sport
  • Establish evaluation methods and measures
    • Sales
    • Brand/corporate image and/or position
    • Media coverage
    • Team or athlete performance
    • Event/match attendance
Strategy development
  • Establish the compatibility between the sporting entities’ the target market(s) and those of the company
  • Establish the mutual objectives of the strategic alliance
  • Establish the cost of the strategic alliance
  • Identify specific marketing activities to activate the alliance and meet objectives
  • Establish the cost of activation
Acquisition of rights
  • Identify the rights required to fulfil the objectives of the strategic alliance
  • Engage with appropriate rights holders and negotiate the purchase of required rights within the established budget
  • Create Heads of Terms and Contracts
  • Ensure all legal documentation is in accordance with the agreed partnership and provides the necessary protection for the company
Activation management and maximisation
  • Engage and activate the alliance
  • Ensure all planned activation is carried out effectively and in accordance with the contract
  • Identify and implement new opportunities to give added value to the alliance
  • Ensure that all rights are delivered as per the contract
Results & reporting
  • Data collection and analysis
  • Measuring and reporting on the Return on Objectives (ROO)
  • Measuring and reporting on the Return on Investment (ROI)
  • Evaluation and recommendations for the companies sports sponsorship strategy
  • Recommendations for the continuation of alliance or search for new opportunities
PR
  • Identify and manage the unique PR opportunities for the company as a result of the alliance
  • Create opportunities to achieve specific sponsorship objectives
  • Monitor and evaluate press coverage
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