In Sport Sponsorship

How to develop a Sponsorship Plan

If you (rightly) decide to start sponsoring sport, it is good to make a plan to exploit all the opportunities related to your partnership. This is not a trivial exercise because sponsorship can be declined in dozens and dozens of different actions and, companies are, even when they belong to the same product sector, all diverse.

It is, therefore, necessary to identify the activities that, thanks to the sponsorship, we could start and draw up a plan, perhaps correlated by a simple scheme, to get an overview of everything we are going to implement during the year.

This document is known under the name of Sponsorship Plan.

The starting point is the decision that led you to enter sponsorship, the objectives you have given yourself and the challenges (not to call them problems) that you intend to overcome with its help. From there, think of the tactical actions that serve to achieve those goals and to overcome those difficulties and write everything in an excel spreadsheet.

Next step would be to turn each line into a full-blown up tactical activity important and instrumental to achieve the goals you have set yourself.

If you do not have time to reunite your team, to do some brainstorming or to check what a competitor is doing on the other side of the ocean, well…you are lucky.

Take a look at the outline that I am attaching here and use it as a checklist.

It’s not complete, it does not claim to be, but it’s definitely a good basis around which you can build your sponsorship plan and save some time.

Some of these elements are always present among the implementation activities of the partnership, others are not, and some have been omitted…The game of filling the boxes is nice as long as there is space on the board…

Use this scheme profusely, remember where you found it and that, if you want to deepen and talk about the sponsorship plan and maybe what you would like to sponsor in the future, you can always find us at

Sponsorship Plan by RTR Sports


Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. 
Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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