By Jacques Adam

Ref: Sports Marketing: Competitive Business Strategies for Sports
by Christine M. Brooks.
http://www.chapters.indigo.ca/item.asp?Item=978013835893&Catalog=Books& Lang=en&Section=books&zxac=1

A typical sports sponsorship package is not a straightforward process. It will always be a mix of tangible and intangible assets. You must understand what has value to a sponsor. You begin this understanding by taking an audit of your Property using the following categories:

• Define the Property you want to offer
• The characteristics of your primary consumers
• CF members (local, regional,national etc.)
• civilian community
• retired personnel
• etc.
• Your Property image
• The market size of your participants
• The market size of your spectators

Define your staff’s ability, the image of your Property and other intangibles that may influence how companies will evaluate your Property. Each year, you should gather additional data to increase your product knowledge.

The following is a summary statement to position your Property:

• Describe your organization
• What is your Property (events, sports, contest, etc.)?
• What impact do you have on the local economy?
• What is the purpose of your event?
• How would you involve local businesses, residents and cultural groups?
• Will your event heighten public awareness about your organization?
• How does your event allow sponsors to reach out and touch their consumers?
• Is your event based on a similar, successful event?
• Why is your event unique?
• List some advantages for sponsors who tie in to your event

This summary statement has captured the essence of your Property. The next step will be to work on your sponsorship categories.