{"id":237950,"date":"2018-12-01T23:00:00","date_gmt":"2018-12-01T22:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/timings-planning-sponsorship-campaigns\/"},"modified":"2024-08-09T03:21:42","modified_gmt":"2024-08-09T01:21:42","slug":"timings-planning-sponsorship-campaigns","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/timings-planning-sponsorship-campaigns\/","title":{"rendered":"Sports sponsorship: what you need to know about timings and planning for campaigns"},"content":{"rendered":"

\"sponsorship-campaign\"<\/a>One of the first things to consider when planning sports sponsorship<\/strong> is timing. When is the right time to present a sponsorship proposal? When should sponsorship contracts be signed? What are the best times of the year to work on activation projects?<\/p>\n

Sports sponsorship<\/strong> has changed in the past couple of decades. Whilst economic confidence has waned since the 90s, current context allows us more flexibility \u2013 we can begin a campaign when a season is already underway, for example, and technology means decisions can be made and materials signed off more quickly.<\/p>\n

However, there are still good practices that need to be followed \u2013 especially during the initial planning period.<\/p>\n

When to start your sports sponsorship campaign<\/strong><\/h2>\n

\u00a0<\/strong>If you want to get the most that\u2019s possible from your sports sponsorship <\/strong>campaign, it\u2019s obvious that you want to have all aspects in place by the start of the championship. Whichever sport you\u2019re working with, this preparation will maximize visibility and allow you maximum media attention at the start of the season.<\/p>\n

To do this, of course, you must have the contracts signed, your spaces on jerseys or bikes agreed, and your communication materials prepared well ahead of time \u2013 likely before teams are even announced. This process needs to begin months before the players or riders come out for their first showdown.<\/p>\n

Careful planning is crucial, as of course different sports have different seasons. A brand sponsoring football\u2019s Serie A needs to have everything ready for the middle of August, whilst for MotoGP the assets need to be ready in March and in skiing, late autumn.<\/p>\n

How long does it take to prepare a sponsorship program?<\/h2>\n

Of course, there are numerous variables involved in sports sponsorship<\/strong> planning, and often things will not move along as fast as you\u2019d like. It may take several months to reach a proposal that works well for both parties, for example.<\/p>\n

It\u2019s more useful, then, to think about the steps that are needed than the time it is likely to take to complete them. Here they are, summarised briefly:<\/p>\n

Step 1<\/strong> – First contact with a sponsoring agency, to evaluate the possibilities of the brief<\/p>\n

Step 2<\/strong> \u2013 Develop proposals alongside the sports sponsorship<\/strong> agency, bearing in mind the opportunities currently available on the market<\/p>\n

Step 3<\/strong> \u2013 Discussion and sharing of feedback internally<\/p>\n

Step 4<\/strong> \u2013 Finalisation and legalities of the proposal<\/p>\n

Step 5<\/strong> – Acceptance and signature of the proposal<\/p>\n

Step 6<\/strong> – Drafting of an activation and media plan with the sports sponsorship<\/strong> agency<\/a><\/p>\n

Step 7<\/strong> \u2013 Internal discussions and drafting of a communication plan<\/p>\n

Step 8<\/strong> – Start of PR campaign supporting the sponsorship<\/p>\n

Of course, some of these points may not be relevant to your sports sponsorship<\/strong> campaign \u2013 it largely depends on the size of your company and the level of sponsorship you\u2019re aiming for.<\/p>\n

Again, there are no precise timelines for these steps – but it is easy to see how they can take several months to work through.<\/p>\n

A point that it\u2019s worth reiterating is that it\u2019s essential to know the timetables of the sport that you\u2019re targeting. It is very difficult, for example, to try to get along with a Formula 1 team that is currently engaged in a trip to the other side of the world, or with a team that\u2019s in training for the finals of a major tournament. On a more micro level, a football or basketball team that played on a Sunday are unlikely to be in communication on a Monday morning, and a manager is unlikely to be available the week after the first tests of the season.<\/p>\n

Utilising a plan B<\/strong><\/h2>\n

It\u2019s important to be aware that the timings of your company might not necessarily align with the schedule of the team you want to sponsor. It may happen that, despite your best intentions, the campaign is unable to proceed – purely because it presented itself at the wrong time. There are many reasons for this \u2013 teams may already be contracted to another brand, for example.<\/p>\n

Of course, knowing how to choose the right moment is a fundamental art – so it is important to have a back-up plan or an equally valid alternative option. In short, you must avoid betting all your assets on a single horse and then finding yourself empty-handed.<\/p>\n

It\u2019s precisely for this reason that it\u2019s always useful to engage a sports sponsorship<\/strong> agency<\/a> that can offer expertise, advice and propose alternative programs if needed.<\/p>\n

RTR Sports Marketing<\/strong> is one such agency – so if you want advice on sports sponsorship<\/strong> activation<\/a>, timings, or any other aspect of sports marketing, feel free to give us a call.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

One of the first things to consider when planning sports sponsorship is timing. When is the right time to present a sponsorship proposal? When should sponsorship contracts be signed? What are the best times of the year to work on activation projects? Sports sponsorship has changed in the past couple of decades. 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