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
"Thank you so much for all your help in organizing the team captains and logistical management at the inaugural TAG Heuer LINK CHALLENGE on Monday at Sunningdale. Many of the players were saying that it was one of the most special golf days they had ever been to and it was certainly, in part, due to your selection of team captains from a variety of different sports. We are thrilled with the success of the event and are already planning a return."