Sponsorship in need of a paradigm shift

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As a sponsorship practitioner it is both sad and unfortunate to see that major corporates are still biased and committed to investing most of their sponsorship budgets into sports.

The reality is that sports sponsorships attract a wider audience, you speak to more people at once, you get extensive media coverage and also build a strong brand and great association if you have enough levering budget. Cricket has once again received a major boost from two of its long standing partners for the next few years. What most companies and people don’t realise is that the amounts quoted are paid over to the federation. The cricket partners will still require additional funds to leverage and ensure that the sponsorship come alive.

It’s a pity that we don’t see major announcements in Arts and Culture and more specifically Environmental sponsorships which are in desperate needs of funds. Those who support Arts and Culture and the Environment are very passive in their communication. We need stronger and enhanced communication when companies announce their support for Arts and Culture and the Environmental causes/programmes.

Most sponsorships properties are cluttered and companies with bigger budgets achieve top of mind awareness, because of their leveraging and incorporation into their business objectives. Look for something new, different, unique, relevant and sexy. Most SA brands are plagued by their legacy. They need to enter new markets, speak to new audiences and position their brands as progressive, approachable and tangible. There are other sponsorship properties on the market to support this drive to position your brand favourably with non-sport fans. Not everything in life is about sport.

We need a paradigm shift when considering sponsorships in SA.

[27 Sep 2005 11:01]