Profitability, lack of resources, professionalism or need for trust. At the end of the day, it comes down to money in many areas.

We already know it, but we are not going to get the money if we don’t change the way we try to get it.

If we had to choose between public investment and private sponsorship, corporate partners tend to be more financially stable, loyal and risk-takers. It’s not we will be forced to choose but, we’ll have to start by one, won’t we?

How can we offer a powerful narrative to attract sponsors?

1. Consciousness. The first step is to be aware of the focus you build your narrative with, what do you talk about when you speak to them? Is it about you or them?

2. Empathy. Put on their shoes, figure out what they look for and for what they are willing to pay for. Usually, visibility and ROI either on the pitch and in word-of-mouth.

3. Measure. Describe all the potential benefits they could win by partnering with your brand, at an economic, social and media level.

4. Educate. Time for having a seat and explaining why they should be interested. It’s about them, remark tangible and intangible assets for this positive equation.

5. Care. Worse than not signing is not taking care of them, the cost of opportunity is too high. Make sure they are happy before, during and after the games by being personal, relevant and anticipated.

We must seek for the Hell, yeah! when they hear about us.

Photo credit: FIFA.com

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