Sample Sponsorship Proposal – Client First!

Below is a presentation that I worked on with two classmates in the ASU Sports Business MBA program.  The exercise was to pitch GM on the title sponsorship for the BCS National Championship.  We had two days to put the presentation together, and here was the result:

View SlideShare presentation or Upload your own. (tags: naming rights)

One of the biggest takeaways from this exercise was the primary focus on the client rather than the property.  Too many sales presentations focus completely on the value of what they are selling.  We knew that even though the BCS Championship is clearly a valuable property, we needed to first focus on GM’s business and the connection to the property.  That is why we started with emphasizing the high number of vehicle purchases in the AZ market (remember, the BCS Championship was in AZ two years ago).  We then highlight multiple ways the property fits with GM’s business and marketing strategy (slide 6).  Finally, we offered creative ways for GM to leverage and activate their sponsorship that were directly related to their brands and business (slides 11-14).

Now this was just an exercise, so the presentation is missing a lot of details.  Even so, we learned a lot about the different elements that go into a sponsorship deal and the importance of understanding both the client’s business and the integration of the property with their business strategy.  Hopefully this exercise can be used as a nice template for others.

8 thoughts on “Sample Sponsorship Proposal – Client First!

  • November 11, 2008 at 1:12 pm

    I like the activation opportunities and “the Fiesta Bowl Advantage.” I was a little curious why you put the term/price in the middle, rather than at the end (that’s where I usually see it). Great job though!

  • November 11, 2008 at 5:31 pm

    You’re absolutely right. If we did it over, that would definitely get moved to the end (esp. the price!)

  • November 11, 2008 at 8:03 pm

    This slideshow is fantastic. The content is superb, and the proposed concepts are exceptional. GM, I believe, hit a 50+ year-low today on the market. They could truly use some good publicity to boost their sales.

    On a side note, how is your Sports Business MBA Program? I’m considering Corporate Law.


  • November 12, 2008 at 9:34 am

    Thanks Marc – I loved my experience in the Sports Business MBA program at ASU, although they are in a bit of flux right now. My advice is to really think about your career goals (not what sport you want to work in, but the functional area) and that should point you towards either business or law accordingly.

  • November 13, 2008 at 2:59 pm

    This is a great presentation. Very nicely done. The activation opportunities suggested are creative. This is something GM could really use in light of everything that’s going on with them.

    As a sport marketing professional with 8+ years in the collegiate athletics and sport nonprofit industries, it’s always refreshing to see others who are as passionate as I am.


  • December 19, 2008 at 7:56 am

    Nice example, Russell.

    Interesting that you decided to conclude with local comparables rather than national (slide 16). Did you consider benchmarking instead against other big-ticket/national media opps (outside of phx) and if so, which ones?

    Great reading. thanks..

  • December 19, 2008 at 9:02 am

    We compared against those other options because of the specific exercise. The other two groups doing this exercise had those properties (FBR and Nascar), and each group “knew” what other options GM was considering, so we could address them directly.

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