By Stephanie Webster

In the past hundred years there have been many small steps made in sponsorship. Following the 2004 summer Olympics in Athens, it is fitting to review sponsorship, knowing it can be traced back to the first modern Olympic Games in 1892. Thankfully, since Pierre de Coubertin’s first modern Olympics, sponsorship has significantly changed and great leaps have been made to improve the industry.

Many companies tap into the marketing of, sports and entertainment. In Canada, the top sponsorship industries are travel (airline), automotive, beverages (beer and soft drinks), financial services, telecommunications companies, and retail (Sport In Canada: Leadership, Partnership and Accountability; House of Commons, November 1998). Companies from these industries find themselves competing for affiliation with brands like the Olympic Games.

2005 DND Photo Contest: An example of recognition to our donors

The Olympic Games are a great example of a strong sponsorship program. But with so many affiliations, sponsorship messages get lost on the consumer. Too many sponsors can cause clutter and affect sponsor retention for future events. This ‘clutter’ is best described via in-arena promotions where there are so many signs and logos presented to the consumer, both in the facility and outside, that the consumer does not differentiate companies as sponsors. When you are creating your sponsorship plan, consider clutter and existing sponsors.

Companies who wish to sponsor your programs want to ensure that their logo won’t disappear in an arena of clutter. Maintain control of category exclusivity and right of first refusal. This will help to maintain the value of your sponsorship packages.

Fewer, more involved sponsors, facilitate communication. Keep your sponsors well informed, and publicly acknowledge their support to your programs.

Ms. Webster is the Media Relations Coordinator at CFPSA.She has worked in the sponsorship and market.ing industry assisting a number of National Sports Or.ganizations and is completing her Master’s Thesis in sponsorship and consumer behaviour.