Sponsorships that don’t help the business are donations.
Amazon’s multi-year partnership with the NWSL is a business decision.
Awareness, engagement or sales are what sports entities can offer. And, everything needs to lead to the third.
So, this is our job. Help with these needs.
Many times, the focus is on the property rather than the solution.
Let’s become business professionals to speak the language of business.
Wait! Shouldn’t we know about marketing rights and activation? Yes, but using them as tools for problems.
How do we talk to companies?
Well, the first thing is not to talk to them, but to learn about them.
Goals, pains, strategies, investments, financials, forecasts, etc.
Business sectors can be very different, selling beer has nothing to do with selling cars.
But, it has everything if we see their need to connect with an audience.
We buy what we want, not what we need.
More than “Who needs beer?”, it sounds more like “Who wants a different beer?”.
Three business drivers
Back at helping businesses.
There are three drivers we should know to deliver value:
01 Profit margin (value over costs)
02 Scalability (more sales with less costs)
03 Recurrence (frequency)
These pillars are present in most marketing plans.
Amazon, Spotify, Netflix, YouTube, Uber or TikTok benefit from these growth drivers.
Back to sports, we could answer the following questions before sending a proposal:
Will the project deliver a high ROI?
Passion makes sports unique. An experience with the star player can deliver huge value and cost nothing.
Will the project generate product sales with low costs?
Qualified databases require less effort to succeed. A good promotion to a loyal fan base doesn’t need an additional budget.
Will the project offer constant results?
Competitions offer multiple opportunities throughout the year. Match days provide recall and recurrence.
NWSL x Amazon
Recently, Amazon became the new Exclusive Retail Sponsor of the NWSL and will activate:
- Amazon Prime during the NWSL’s Best XI Awards
- Amazon Prime Video to distribute NWSL games via streaming
- Amazon Fan Shop with hundreds of officially-licensed NWSL products
- Amazon Web Services (AWS) for cloud-based content archive and production
It not only delivers profit margin, scalability and recurrence but also cross-selling opportunities.
Let’s surprise prospects next time.