A Model for Sponsorship Sales

The “fair deal” between any tournament and their sponsors is that in return for a financial contribution, sponsor names and logos will be in front of players before, during and after the tournament.  Logos, corporate names and individual names must be presented in quality and quantity that is respectful, professional and enhances their brand.

Many tournaments however, include the cost of sponsor recognition (e.g. signs or thank you gifts) as a general expense of the tournament. More often than not, tournament organizers find themselves in a position where they have to cut sponsor recognition corners because they haven’t costed the sponsorship packages properly.

Sponsorships are similar to manufacturing and selling a product  - expenses incurred must be considered “a cost of sale” - NOT an operating cost of the tournament.

When you structure your sponsorship packages, the cost of any recognition (signs) or thank you gifts should be built into the price of the sponsorship as a cost of sale. For example:
Lunch Sponsor:

Lunch cost: $1300
Sponsor recognition signs:  $200
Charitable donation: $1000
Selling price of a lunch sponsorship: $2,500

Using this method, there are many sponsorships that you can offer that will incur no expense (or produce and revenue) unless they are sold. Some examples are, putting contest kits, pin flags, shuttle carts and beverage carts sponsorships. Add them to your sales package and see what happens!

Use the Sponsorship Selling model for this years tournament – your sponsors (and your bottom line) will be thrilled you did!