MAKE a Sponsorship Activation Plan...OR PLAN to FAIL!

In the dynamic world of sports and entertainment, effective sponsorship management is crucial for maximizing returns on investment. At Trak Software, we collaborate daily with agencies, brands, and rights holders to enhance their sponsorship portfolios. Our custom configuration process encourages best practices in sponsorship execution and implementation. We advise our clients to develop a comprehensive Sponsorship Activation Plan, which, when combined with Trak Software, ensures sustainable results that meet or exceed expectations.

What Is a Sponsorship Activation Plan?

A Sponsorship Activation Plan is a strategic roadmap that outlines how a company will leverage its sponsorship assets to achieve specific objectives. It serves as a guide for executing sponsorships effectively, ensuring all stakeholders are aligned, and resources are optimally utilized.

Building Your Sponsorship Activation Plan

Based on our extensive experience assisting thousands of users in achieving sponsorship success, we've identified three critical steps to constructing an effective Sponsorship Activation Plan:

1. Identify Your Sponsorship Objectives

Clearly defined objectives are the foundation of any successful sponsorship. Consider the following guidelines:

• Limit Objectives: Aim for no more than five and no fewer than three objectives to maintain focus and clarity.
• Financial Outcome: Include at least one objective tied to a financial metric, such as increased sales or customer acquisition.
• Audience Engagement: Incorporate an objective focused on integrating fans or existing customers with your brand.
• Employee Connection: Ensure at least one objective aims to connect your employees to the sponsorship, fostering internal engagement and support.
• Asset Utilization: Collectively, your objectives should account for 100% utilization of your sponsorship assets.

2. Identify Your Sponsorship Strategies

Strategies are the approaches you'll take to achieve your objectives. Each strategy should:

• Align with Objectives: Directly contribute to accomplishing one or more of your defined objectives.
• Leverage Sponsorship Assets: Utilize at least one of your sponsorship assets to maximize value and impact.

3. Identify Every Tactical Element

Tactical elements are the specific actions and tasks required to implement your strategies. To ensure effective execution:

• Assign Roles and Responsibilities: Clearly define internal, external, and rights holder roles to establish accountability.
• Allocate Resources: Determine the necessary human, intellectual, and financial capital for each task and ensure they are appropriately allocated.

By meticulously following these steps, you can create a robust Sponsorship Activation Plan that aligns with your goals and maximizes the return on your sponsorship investments.