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Sportplatzwelt Online Congress // Round-up for the SLC Forum "The 5 Questions for successful sponsorship"
With the practice-oriented forum "Know your value, use your value - The 5 questions for successful sponsoring for young and old", SLC Management was also represented at the 7th edition of the Sportplatzwelt Online-Kongress by Stadionwelt.
The established specialist medium Stadionwelt offers with the Sportplatzwelt Online-Kongress the industry a platform for knowledge transfer and exchange in the field of amateur sports and for municipal sports administrations.
Membership fees cannot be increased indefinitely, funding pots are usually quickly exhausted, sports facilities for course income are not available indefinitely - this is where the great opportunity for additional income through sponsorship comes into play.
The club consultants from SLC Management showed how small and large clubs in popular sports can benefit from sponsorship.
78% of amateur sports clubs currently see sponsorship as the biggest challenge. Reason enough to take a closer look - according to the experts at SLC. "The clubs recognize sponsorship as a challenge, and therefore certainly also as an opportunity. But they are not yet able to act in such a way that the potential is really exploited," says Maximilian Madeja (Managing Director @ SLC Management).
To kick things off, Madeja therefore provides exciting insights into SLC Management's decades of experience as a club consultant and summarizes typical problems and mistakes made by clubs in sponsorship, which one or two clubs have certainly been able to identify with. But how can these mistakes be avoided and these problems solved? Jens Jaschinski (Director Consultancy @ SLC Management) has the answer, as he presents the eight-part process that is designed to help professionalize sponsorship.
"Above all, it's about concluding long-term agreements, because if I have to renegotiate every year, I have an insanely high cost and resource commitment. It's also easier to extend a contract than to acquire new sponsors. Data-based controlling is therefore essential."
From this process, SLC has identified 5 questions that the club must be able to answer for itself and the sponsor in order to be successful in sponsoring.
What is sponsorship? What goals do sponsors have? What potential does my club have and what are they worth? How can I monetize them?
"Almost all the amateur sports clubs we've worked with so far have sold themselves short because they didn't even know what potential they had and what it was worth. Dear clubs, you have something to offer and that must have its price! And why should your members, who are closely tied to their club, be worth less than a fan of a professional club? Of course, the professional clubs are bigger in terms of numbers, but in terms of contact quality and loyalty, you have much more to offer as a club," says Maximilian Madeja (Managing Director @ SLC Management).
"In order to monetize my potential, I first need to know what potential I have and what it's worth. Then I have to think about how I can create an uncomplicated, optimal offer for potential sponsors. To do this, I need clear services, suitable rights and target-oriented packages. So we have to offer the sponsor exactly the options they need to reach their goals and target groups," says Lea Härtel (Research Consultant @ SLC Management).
How SLC Management accompanies and supports clubs on their way to successful sponsoring became clear through the presentation of the practical case with Post SV Nuremberg and through the interview with Petra Kurtz, Managing Director of MTV Soltau, who recently conducted a sponsoring workshop with SLC:
Petra Kurtz: "All 8 problems were more or less pronounced for us, so it was time to tackle the topic of sponsorship. The aim was to involve more people in the sponsorship process and bring the 18 divisions a little closer together. [...] After the 1.5-day workshop with you, everyone was very enthusiastic and willing to continue participating in the sponsorship working group."
Here you can access the video recording of our forum: The 5 Ws of successful sponsorship // Sportplatzwelt Online-Kongress November 2023 - YouTube
Here you can watch our forum from March 2023: Modern structures with a sustainable effect | SLC Management - YouTube
Here are the training dates & Sponsoring webinars: Trainings, workshops, courses for people in amateur sports clubs
For more information, please contact us at any time:
Lea Härtel
Research Consultant & Assistance to the Managing Board
E-mail: l.haertel@slc-ag.com
