Critical Element of Sponsorships

Scholars are of different views regarding the position of sponsorships. Some argue that they are part of the marketing mix. The other group would say they are part of public relations campaign while the last group point out the necessity thereof in marketing communication mix. One thing stands though, that sponsorships are a means of a corporate to assist in a particular platform with the aim of attracting attention to their company or products. Sponsorships are different from the Corporate Social Investment or cause-related marketing where the company aims to uplift the communities.

There are many people who have the passion for the game of basketball. Others like me have started own businesses as they feel strongly about the contributions they can make in the sport. These people go out and make relationships with the marketers of the Corporates that have financial muscles to consider attracting the attention of the consumers through basketball. Having spend invaluable time to make and maintain relationships, they would approach the leaders of the sport with sponsorship proposals. The people entrusted with the administration of basketball will go out of their way to find the particular contacts in companies approached by the people who want to contribute to the sport. They will make attempts of starting newer negotiations with these executives.

This is an example of indiscipline and lack of business acumen. Instead of approaching the Corporates, the basketball administrator must engage with the middle man on the needs of the sport. Perhaps the figures are not good. The middle man is the one who will convince the Corporates. The basketball administrators have no right to approach the Corporates when negotiations with the middle man have started. Rather, they can make themselves available in forums which will help to iron out issues the potential sponsor might have. The issues that the middle man would have no control of.

The critical element of sponsorships is the relationships between the marketing executive and the person who has approached them. A third person will only create confusion in the beatiful work which has already started. The leaders of the sport are doing a very good job of building the reputation of the sport. This builds a good rapport in the sport's publics. The image of the sport comes before the individual, who is just a small fish in a big pond.