Fellow Monkeys,
Longtime user and fan of the WSO community looking for a little help here. I am hoping some of you can provide guidance on pitching and valuing/quantifying the benefits of a partnership to a corporate sponsor.
Background: My friend’s company (youth sports programs) is growing faster than expected and will generate about $500k in revenue this year after 3 years in existence. There has been some interest from a few companies (think Whole Foods, Chop’t, Trader Joe's) to set-up a corporate sponsorship. Essentially, we would be putting the sponsor’s logo on all of our jerseys and apparel, which are highly visible due to the nature of the business—kids are wearing this gear at league games, tournaments, events, weekly programs, and just around for the sake of it. We would also be promoting the sponsor through our website, marketing emails, and various events.
Help: How do I price the value of the marketing and awareness created through the sponsorship arrangement? Essentially, I would like to have some way of substantiating the dollar amount we would be requesting. I think this pitch would be fairly similar to an singular event sponsorship because the company is basically just running a series of small events.
Please PM or comment with any advice/help or some examples/sources/books to reference. Any input is much appreciated. Thanks!
@WallStreetOasis.com Patrick, I am assuming you know this topic very well from running adds on the website. Any advice?
Hey man, the ad rates on sites can be CPM (cost per thousand impressions), CPC, etc...ballpark for a standard ad unit is like $2-5 CPM unless you are in a lucrative niche and have a large audience AND sell directly, can maybe get that up to $10-20 CPM (I've seen higher, but that is more rare or for more intrusive ads)...
As far as event sponsorship, this really depends on the overall level of exposure the brand would get and how good the demographic match is...without knowing more it's hard to say.
Can you give us more details here? # of events per year, # of avg attendees, proposed logo on jerseys, 3 of pageviews on website, # of subscribers on newsletter, open rate %? If I was a potential sponsor, those would be all things I'd like to know :-)
-Patrick
Hey, shoot me an PM. I can give you some background on how I did this for a non-profit I work with.
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