The secret behind sports sponsorship management

Sponsorship spending is increasing year over year. As IEG recently pointed out, sponsorship is predicted to reach US $60 billion by the end of 2016 – the majority of which is flowing into sports. But how do companies manage their sports sponsorship activities to leverage their full potential?

Budgets increase, and so do the possibilities for investing in different projects. But not every player, team, match or a championship is worth being supported in terms of reaching the right audience. The key to success is hidden behind one single word: data.

Data is essential in identifying the right projects for brands to reach their objectives and generate ROI. Need an example? For instance, BRP Australia, the branch of the world’s leader in the designing motorized recreational vehicles and powersports engines. They are also known to be committed in ensuring their social presence through sponsorship activities, especially sports events. However, collecting and evaluating information can be quite challenging since some brands like BRP receive many proposal requests throughout the year and their managers usually don’t have the time to review every single one of them. BRP Australia needed a solution that could centralise and manage incoming requests. How did they do it? Simple. They use the right tool!

We at Optimy have developed a solution for them to automatise most management processes for their sponsorship activities. All requests and projects are stored and managed within their Optimy software and applications are submitted through a tailor-made form in order to collect the most relevant information for the decision making process. The software automatically determines the projects that are most suitable for BRP Australia based on their individual criteria. Only these selected projects land on the manager’s table, while for the rest, the ones being refused are automatically informed via a personalised email. Now BRP Australia, can follow all the projects from a single dashboard and access key information from one page. The software automatically updates the projects’ budgets with the project-related data. Hence, our software supports BRP Australia’s sponsorship activities from the beginning until the end of the project, also enabling the company to easily generate tailor-made and up-to-date reports based on the information they’ve collected.

In times where every brand is consistently trying to enhance their digital strategies around sports sponsorship, the technology behind the whole process shouldn’t go amiss. The best marketing strategy is worthless if a brand sponsors the wrong event or doesn’t have the means to manage and assess it properly. Invisible solutions as Optimy can have a major effect on the outcome of organisations’ sponsorships activities.

About author

Kenneth Berard
Kenneth Berard 1 posts

Kenneth is CEO at Optimy and a passionate entrepreneur, with over 15 years of experience in entrepreneurship and business development. He founded Optimy back in 2011 together with Christophe Deliens, CTO of the company. Optimy is trusted by more than 160 organisations worldwide with a retention rate of 98%. The company has grown fast over the past 5 years and has a vision of becoming the leading customer-oriented sponsorship & grant management software in the next years.

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