You’ve seen those corporate logos on racecars, at events, and even plastered all over athletes – that’s because sponsorship is (and continues to be) an effective way of boosting the visibility of your brand. We’re not telling you to be the next Nike and pour millions (or billions) of dollars into sponsorship, but sponsoring a small community event here and there could do wonders for your business.
If you sponsor a charitable event, people will think your business is kind and generous. You’re not being altruistic (giving for free), but at the end of the day, it’s a win-win situation for everybody. Money is going to organizations that need it and you’re getting the exposure you want for your business.
Sponsoring the right event or organization can even shape consumers’ attitudes towards your company. Sponsoring an artistic, environmental, or children’s event gives the impression that you care about these things very much.
Things to consider:
- Ask yourself what the event you are considering sponsoring says about your company. What perceived attributes of the event do you want for your business? Sponsoring community events can solidify your brand image as someone who cares about the neighbourhood.
- On the flip side, sponsoring unpopular or controversial businesses and organizations can have the reverse effect on your company. Does the event have any legal problems? The last thing you want to do is associate your business with controversy. Do your research and make sure the event is popular in the community.
- When deciding what events to sponsor, keep in mind your company’s corporate philosophy. Look for events or organizations that can strongly relate to your philosophy. If your philosophy has a strong focus on being environmentally friendly, find events that share that sentiment. It will send a stronger, more consistent image to the public and the media.