In a recent ‘tournament tip’ we emphasized that securing sponsors is about relationships and offering value, but getting a sponsor to say “yes” to your tournament is hard work too. So why, after months of working with a sponsor, would a tournament host neglect showing off the key sponsors who helped make the event a success? Act on these tips and sponsors will come back every year.
1. Talk to your sponsor and find out if your sponsorship package is ideal. Ask them what kind of visibility they want for their brand and discuss the details.
2. Profile sponsors in unique ways on tournament day- indulge your sponsor with a championship experience. Banners and tee box signs are expected, but why not offer golf cart shades emblazoned with the name of your event and the sponsor’s logo? Sponsors will love to show off these cart shades on their home golf course and they will always remember it was your tournament that put these great emblems together.
3. Provide continuing visible recognition that lasts long after the golf tournament is over. Custom – logo gifts such as Driver Head Covers or a golf gloves are sure to impress sponsors and golfers alike and will remind them of your tournament and organization every time they step on a golf course.
4. Display the sponsors’ logos on something the golfers will see or use daily. Sponsors benefit from fantastic marketing value when their logos are profiled on commemorative photographic gifts by Capture Action.
5. Represent the sponsors’ brand adequately, accurately and repeatedly. You’ve spent time structuring sponsorship packages and selling a range of levels, so make sure you deliver everything you have offered to the sponsor.
6. Request that the sponsor provide either marketing material or promotional items so that all golfers receive something from the sponsor at the event.
7. Check (and re-check) every detail to ensure the sponsor’s brand is represented in the best possible light, and that it’s reproduced in an adequate size, with color accuracy and in the highest available resolution. If the sponsor sends a low-resolution file for their logo, follow-up – after all, they paid for visibility and low resolution only makes signs look outdated.
8. Most sponsorship packages are multi-faceted. Make sure the sponsor takes full advantage of every portion including logo placement on signage, complimentary golfers, web links, email blasts, regular Tweets and Facebook postings. Be sure to keep all web links current.
9. Encourage the sponsor to participate in the success of the event. If their name and brand is associated with the event, they should attend the event, bring a client or send a customer. Promoting their participation can only benefit the sponsor and allow them to reach out to more potential customers.