There are two fundamental approaches when it comes torecruiting sponsors. Firstly, there is what can be described as off-the-shelf. This approach iscommon within the industry and is the selling of a fixed package that consists of a prescribedbundle of benefits that has been determined prior to any approach to a potential buyer. Thisclearly entails little involvement of the potential sponsor in the process until negotiationsstart, and gives no credence to the importance of meeting mutual needs. This is a common practiceand evidence can be found at any number of event web sites. For example, pro-forma agreements thatrequire the sponsor to tick a box to identify the benefits they require. Secondly, there is atailored or bespoke approach whereby potential sponsors requirements are considered first and aseries of benefits then proposed. The advantages of following something nearer to the secondapproach are discussed later in this chapter. Prior to that it is important to identify the typesand levels of sponsorship that are available via sports events.

Different terminology is used from sector to sector and event to event, to a point whereonlookers might be confused as to the nature of the agreement. This need not cause a problem aslong as the terminology is understood and agreed by the parties that are involved. There are norules.

The term sponsorship is becoming unfashionable with a development that sees more use of theword partnership in an attempt to depict a greater relationship and perhaps even increasedcompetitive advantage. This can be seen in...