TIO to sponsor Traeger Park Oval

TIO has entered into a long term partnership with the Alice Springs Town Council for the naming rights of Traeger Park Oval.

From today the premier sports field will be known as TIO Traeger Park Oval.

Alice Springs Mayor Damien Ryan said the sponsorship over five years was a win for the people of Alice Springs.

“This is a partnership with the people of Alice Springs through Council,” Mr Ryan said.

“Sponsorship from TIO will ensure Traeger Park Oval continues to attract national and international sports fixtures and major events for the people of Alice Springs.”

TIO Chief Executive Richard Harding said the Oval was important to the people of Alice Springs.

“Whether it’s through AFL, NRL, cricket, the Masters Games or a major event, almost every Central Australian has a living memory at Traeger Park Oval,” Mr Harding said.

“This sponsorship not only demonstrates our commitment to the people of Alice Springs, but also compliments our work with the CAFL to improve road safety.”

Mayor Damien Ryan said Council will use the sponsorship to enhance the sound system at the Oval.

“An improved system will increase sound and clarity and help Alice Springs retain and attract major events,” Mr Ryan said.

Mr Harding said TIO said TIO has a long history in Alice Springs and is very confident about its future.  

“We want to help build confidence in the Territory and a more resilient community through insurance, home ownership, safer roads and Territorians fulfill their dreams and lifestyle,” Mr Harding said.

“TIO has made a conscious decision to align our sponsorships and community engagement activities to provide lasting benefits to the Territory.”

TIO Traeger Park Oval features new signage around the Oval grounds and street entries.

Sponsorship: Edge out the competition

Part 2 – Perfecting your proposal

Posted by Janelle Rees

Last month we developed your answer to ‘what’s in it for my business?’ – so how can you turn that answer into an impressive sponsorship proposal?

Here are a few tips to get you started:

1) Planning: Decide how much sponsorship you need to raise, both cash and in-kind. Then you can break the total into sponsorship packages of different amounts – meaning more businesses will be able to get involved. From there, decide who in your team is going to do what, and by when – and get started. Break the job into manageable tasks first and all of a sudden it won’t seem so hard.

2) Overall presentation: Make your proposal look professional but not gaudy. Businesses are trusting you with their brand – show them you care about yours. Triple check for spelling mistakes and formatting errors. Get someone else to look over it for typos. Remember not to go overboard with the glitz and glamour – you are asking for money, and an over-the-top proposal can signal that you’ve wasted resources where it wasn’t required.

Not so good on the computer? Find the best person on your committee for formatting the final document. Or see if you can approach a friend for a favour, or pay your high-school aged child a token amount to help you out.

3) Content: Clearly and systematically outline:

a. What the opportunity is for their business
b. What you want from them
c. Why you want it
d. What they’ll get in return
e. Who they should contact

Keep the content simple and neatly laid out. For business people time is a luxury – the quicker they can glean the information they need from your presentation the better.

4) Research: Before you head out and start door-knocking at local businesses, do your research. Decide who you want to target. Think about which businesses are likely to have clients who match your target audience – where are some synergies? Then find out who’s the best person in the business to contact. The quickest way to get turned down is to cold-call the receptionist – their job is to get between you and the people who make the decisions. Make sure you know who the decision makers are, and work hard to get through to them directly.

Before you turn up for the meeting, establish which one of your packages you think the business can afford, and consider only offering them one or two sponsorship options. If they are spoiled with choices they’ll generally choose the cheaper option.

Most importantly, keep in mind you only have one chance for a first impression. By doing your research, putting together packages that truly offer value for local business and presenting them with a clear and professional presentation you’ll ensure your first impression develops into a beneficial and long-lasting business relationship.

* * *

Oh, and as marketing guru Seth Goodin says on his blog, don’t forget about your existing sponsors. Each year is an opportunity to consolidate your existing sponsor relationships. Make sure they get first choice at new opportunities. Keep in regular contact with them throughout your planning. Ask for their feedback when developing new packages. Nothing will turn them from sponsors to ex-sponsors quicker than seeing the new kid on the block getting a better deal than they are.

Sponsorship: Edge out the competition

Part 1 – What’s in it for me?

Posted by Janelle Rees

Present any business with a sponsorship proposal and their first thought will be ‘what’s in it for my business?’ By having your answer ready you can get an edge over your competition to attract those valuable sponsorship dollars.

So what benefits are businesses looking for? Simple - exposure, experiences and reach.

Exposure: This includes things like signage at your event, advertising in your program, logos on uniforms, acknowledgement in speeches, exposure on your website, chances to advertise on your big screen or through your broadcast system, naming rights and anything else that allows your sponsors to display their brand at your event. Just remember to give the big opportunities to the big sponsors and price your packages accordingly.

Experiences: Provide your sponsors with experiences that money can’t buy. This can include access to networking opportunities, tickets to VIP events, one-on-ones with celebrity guests and corporate entertainment packages. Is parking limited at your event? Create a VIP car park. Is your event premier viewing or screening? Open 30 minutes earlier for sponsors. Identify the unique features of your event and package them for the exclusive benefit of your sponsors.

Reach: This one is easy. When you’re presenting your sponsorship packages to business, make sure you tell them who they’ll be reaching. How many people? Is there a gender or age bias? Are they locals or visitors? Will their business get exposure before and after the event, adding to their potential reach? By matching their target audience with your target audience you’ll show them you’re serious about reaching their customers.

Whether times are tough or not in many cases shouldn’t matter – if you can present clear benefits in return for their business investment, your proposal will win attention from the people making the budget decisions.

Next month: Perfecting your proposal