What is a Sponsorship Fit?
Sponsorship fit is a term used to describe how well a brand, organisation or individual aligns with the values, goals or objectives of a sponsor. It is a key part of any successful sponsorship arrangement and is essential for maximising the potential of a sponsorship. It is the connection between the two parties involved in the arrangement which will determine its success.
Why is a Sponsorship Fit Important?
A sponsorship fit is important as it helps to ensure that the interests of both sides are met. A successful sponsorship is one that will benefit both parties and their respective audiences. This can be achieved by ensuring that the brand messages and objectives of the sponsor are in line with the values and goals of the organisation or individual taking part in the sponsorship.
How to Establish a Sponsorship Fit?
To establish a successful sponsorship fit there are several steps that need to be taken. These include:
- Identify the brand values, goals and objectives of the sponsor.
- Identify the values and goals of the organisation or individual taking part in the sponsorship.
- Analyse the various elements of the sponsorship and identify any potential areas of conflict or disconnect.
- Establish a plan to ensure that the objectives of both parties are met.
- Ensure that the brand messages of the sponsor are in line with the values and goals of the organisation or individual.
Examples of Sponsorship Fits
A successful sponsorship fit can be seen in many different scenarios. For example, a sports team may sponsor a company which shares the same values and goals, such as a fitness clothing company or a sports drink company. This type of sponsorship allows the team to gain exposure and brand recognition, while the company can benefit from increased visibility and reach. Another example of a successful sponsorship fit is when a charity or non-profit organisation sponsors a business or event. The charity or non-profit can benefit from increased exposure, while the business or event will in turn benefit from the positive associations associated with their sponsorship.
Conclusion
Sponsorship fit is essential for any successful sponsorship arrangement and is about aligning the values, goals and objectives of both parties involved. Establishing a successful sponsorship fit can lead to increased brand recognition and visibility, increased reach and positive associations.