QUALIFYING COMPETITION SEASON SPONSORSHIP GUIDELINES AND RECOMMENDATIONS

Transcription

1 QUALIFYING COMPETITION SEASON SPONSORSHIP GUIDELINES AND RECOMMENDATIONS LOC SPONSORSHIP RIGHTS Notwithstanding the sponsorship rights of U.S. Figure Skating as set forth within the Agreement to Host, the LOC has the right to solicit local sponsors for the Championships in order to offset its expenses for staging the event, subject to the following conditions: o No local sponsor may be in competition or conflict with U.S. Figure Skating national sponsors or suppliers, unless such local sponsor is pre-approved in writing by U.S. Figure Skating (a list of sponsors and suppliers is at the bottom of the homepage of o Any local sponsor may only be recognized as a local sponsor of the competition and not as sponsor of U.S. Figure Skating. o Placement of any in-arena signage must be approved by U.S. Figure Skating in advance to avoid any potential sponsor or broadcast conflicts. RECOMMENDATIONS FOR APPROACHING POTENTIAL LOCAL SPONSORS I. Partner with your local Chamber of Commerce or Convention and Visitors Bureau (these groups will be able to help you develop lists of potential sponsors, create informational packets, etc.) II. Who to approach o Businesses your club has developed a relationship with, o Companies that have recently moved to the area, o Large national companies with local/regional sponsorship budgets, o Local businesses. III. Develop a list of potential sponsors o Primary Businesses that possess a natural fit with the sport of figure skating and the facility. o Secondary Businesses with less of a direct tie with the sport but have an upside in advertising during this competition (i.e., youth-based organizations, restaurants, local entertainment). o Tertiary Businesses with no direct or indirect tie to the event but are affluent and influential within the community and worthy of outreach (i.e., local grocery stores, car dealerships, medical/dental offices). 1

2 IV. Establish contact o Call ahead to find out who you should direct sponsorship proposals to (don t waste time and energy focusing your efforts on the wrong person/group of people - get to the decision maker quickly). o Follow up (companies receive several local sponsorship proposals each day. Just because no one has called you back doesn t mean they are not interested). V. Client service o Constant communication is vital to securing sponsorship. o Write thank you notes, make follow up calls, provide updated information on the competition. o Post-event follow up and recap. ESSENCE OF A QUALITY PROPOSAL Learn about the specifics of each business you are targeting and tailor the package. If the company does not have the finances you are looking to secure, look at other assets (VIK) it has to offer. Organized, Thought Out and Detailed Sponsorship Package I. Cover page with event specific logo, event name, host club, dates and location. II. Introductory letter, briefly describing the event and club, tailored specifically toward the company you are seeking sponsorship from and addressed to the correct individual within the business (call in advance to find out who this should be addressed to). III. Letter from the club president or U.S. Figure Skating giving full support to the club in the hosting of this qualifying competition. IV. Levels of sponsorship Include a summary of sponsorship opportunities/levels. This will give the company an idea of what you are asking for monetarily. Include in-kind sponsorship as an option. V. Event Specific Information o No. of competitors expected o No. of attendees expected o Stated fact that the majority of competitors are accompanied by families and coaches o Duration of event and could include past years schedules o Explanation of a qualifying competition and its ties to the U.S. Figure Skating Championships VI. Club Specific Information o Number of members 2

3 o Number of events hosted per year o Frequency in which you bid and host U.S. Figure Skating qualifying events VII. Include examples of press releases, write-ups, any press coverage on this particular event VIII. Show how this event will enhance the business s image within the community and on future events hosted in the area o LOC plan to bid on and secure larger events in the future ITEMS THAT SHOULD BE SECURED THROUGH VIK (ELIMINATE UNNECESSARY COSTS TO LOC) Official s dinner Official s gifts Official s in-arena hospitality o Secure multiple restaurants to provide food for the day or for each specific meal Competitor gifts Athlete/coach lounge/hospitality o Tables, chairs, decorations, food platters, beverages Volunteer hospitality o Tables, chairs, decorations, food platters, beverages Office supplies/electronics o Copiers, printers, computers, supplies Lanyards and credentials o Business name and logo on the lanyard Local transportation Program/printing costs Flowers o Awards, tabletops in hospitality (grocery stores, not just florists) Decorations o Tablecloths, welcome banners, etc., Insurance Medical services Table/chair rentals (i.e., for judges stand) VALUABLE INVENTORY THE LOC CAN OFFER Name recognition o Local Presenting Sponsor of the event Presenting Sponsor should be incorporated everywhere the event name exists, including the logo 2016 Eastern Great Lakes Regional Championships presented locally by Land s End 3

4 Write and disseminate a press release announcing the partnership between the event/club and the Presenting Sponsor Send to all local media agencies including newspaper and TV. Website and social media recognition o Add all sponsor logos to the event website o Thank sponsors via social media o Create an event hashtag and invite local sponsors to actively participate in the event s social media conversation by posting regularly and welcoming attendees and competitors In-arena announcements (PAs) If available o Produce in-arena announcements thanking sponsors o As part of agreement, invite sponsors to submit 30-second public address spots that can be pre-recorded or read live to plug the sponsor s product or service. In-arena signage o Rinkboards (approved by U.S. Figure Skating) o Banners in lobby o Local sponsor recognition signage Exhibition stand in concourse/lobby o Sample product o Promotional flyers o Demonstrations Local sports medicine/rehab company gives short massages Exit sampling: o If no one is available to staff a booth, allocate arena ushers to pass out samples as guests leave the arena (if the arena is willing to do so). Sponsor boards o "Thank You to Our Sponsors boards located throughout arena listing names of sponsors who reached a certain giving level. Tickets and hospitality (get a restaurant to sponsor a local sponsor hospitality night and invite all of your local sponsors to come. A great opportunity for the restaurant to showcase their catering and a great B2B opportunity for all of your sponsors). Event program advertisement o If approaching a sponsor too late for print, offer a program insert at a higher price. Trophy presentation area o Banners, pamphlets, signage o Trophy and flower presenters can be representatives of the sponsor who will be announced. Presenting the medals is Jane Smith, regional manager of Whole Foods 4

5 Lanyards, ticketbacks, raffle tickets o Business name and logo, coupon, on back of any of these items Feature name in press releases as local sponsor Delegation packets and promotional materials o Tie businesses into the event o Preferred restaurants, entertainment spots, shopping OTHER IDEAS FOR GENERATING REVENUE AT YOUR QUALIFYING COMPETITION Sell results Sell competitor party tickets Charge admission to event/credentials Charge sweepers to participate instead of inviting them as volunteers Hotel commissions/special rates for officials Merchandise commissions Partnership with rink (commission on concessions) Use U.S. Figure Skating resources in design of your event logo Raffles/silent auctions Scale back on draw party OTHER IDEAS FOR LOCAL SPONSORS Tourism Bureaus and Conventions and Visitors Bureaus (CVB) Grocery stores Fitness facilities (e.g., 24 Hour Fitness, Gold s Gym, Planet Fitness) Local athletic stores (e.g., Lululemon, Sports Authority, local counterparts) Local/national skating stores, dress makers Local car dealerships Catering and event services (if allowed in your arena) Office supply and printing stores (e.g., Office Depot, Staples, UPS Store) If you have any questions or concerns, please contact Mia Corsini, U.S. Figure skating competitions coordinator at mcorsini@usfigureskating.org. 5