Overcoming the Challenges of Securing Sponsorship
When we speak to organisations before they work with a specialist partner like BDS Sponsorship, we hear the same common pain points. You may have spent weeks creating beautiful PDF slide decks, only to be met with total silence. Or perhaps you received an enthusiastic initial response, but the whole process stalled the moment you mentioned the cost.
If this sounds familiar, it is not because your venue or event lacks value. It usually comes down to a structural mismatch. The way the sponsorship is packaged and pitched simply does not align with what the corporate sponsor actually needs.
At BDS Sponsorship, we have over 40 years’ experience moving away from the outdated concept of selling ‘sponsorship assets’. We know how to identify and market the true value of a partnership. We build sponsorship programmes that get brands genuinely excited to sign on the dotted line.
Why Sponsorship is Different from Traditional Advertising
Sponsorship is a completely different beast from traditional media buying – such as TV commercials, billboards, or online advertising. Standard channels rely on fixed rate cards and universal metrics like CPM (cost per thousand views).
In the world of sponsorship, there is no universally agreed valuation standard. No central, objective way to price a deal exists, which creates a major hurdle when you approach potential partners.
Part of the problem is that, as the host organisation, you cannot see what is happening behind closed doors. You might talk to a brand marketing manager who absolutely loves your project and shows immense enthusiasm in every meeting.
But they then have to take your proposal to their finance director or the person holding the purse strings. That is the exact moment the deal stalls. They struggle to justify the fees, especially if they have not been given objective data to back them up. That is when budgets are denied and deals fall through.
Aligning with Your Sponsor’s Business Goals
At BDS Sponsorship, we ensure that success metrics are established at the very beginning of the process. If you cannot clearly present a strong return on investment, it should come as no surprise when your sponsorship budget is the first thing slashed during a corporate spending review.
We know what sponsors want. We help our clients secure exciting deals by encouraging them to stop thinking like sellers and start thinking like their target brand’s marketing department.
We help you identify what sponsors are actually buying. It is never just a logo or a banner – it is always something much deeper.
Discover the Real Worth of Your Organisation
It is crucial for venues and event organisers to know the true value of what they are offering. At BDS, we understand exactly what happens on the other side of the table, which is why we ensure our clients get the best deal possible.
Ask yourself these questions:
- Are you able to explain the true value of your partnership propositions?
- Have you clearly defined what success looks like for the sponsor’s budget over the lifespan of the deal?
- Do you have a tailored narrative adapted for each potential sponsor, or do you just have a rigid rate card and a list of ‘logo assets’?
We are here to ensure you achieve the best outcome for your organisation. Please contact us today to find out how we can help you reach your sponsorship goals.
