Sponsorship document helps secure naming rights sponsor FitAid
By Kylie Harcourt, Nov 16 2018
Waikato-based events company, Dynamo Events secured FitAid, an international nutritional drink brand, to be naming rights sponsors for its annual CrossFit competition. How did Dynamo Events do it? By presenting FitAid with a sponsorship document they couldn’t resist. And HGB’s strategic marketing team was behind it.
The background
It all began in 2016 when Dynamo Events took over the reins of New Zealand’s National CrossFit competition. Hosting more than 700 competitors in individual and team categories, the event quickly became the biggest CrossFit event in the country.
Two years on and Dynamo Events director, Nathan Cox, was keen to secure some sponsorship for the event which in 2018 will involve more than 1,000 CrossFit competitors.
“CrossFit is growing rapidly in New Zealand and the event is going from strength to strength. Competitors come from all walks of life – mums, dads, business people, entrepreneurs – the audience is perfect for sponsors to tap into. But we also know how saturated the sponsorship market can be, so we wanted showcase the opportunities to potential sponsors in a different light.”
The challenge
Sports marketing and sponsorship is a competitive environment. Nathan came to HGB to have a sponsorship proposal developed– one with design that would really capture the attention of prospective sponsors who get inundated with requests for both money and contra-deals.
HGB’s strategic director and CrossFit addict, Jacqui was in the perfect position to advise Nathan on what he could put together to secure sponsorship. “Securing sponsorship is more than just a financial transaction,” explains Jacqui. “Sponsorship is all about partnership – it delivers a platform for engagement. Brands can position themselves in front of keen, receptive audiences.”
The process
Jacqui’s vision for Dynamo Events’ sponsorship proposal was a document that would wow any brand right from the outset.
“We wanted to create something that would land on peoples’ desks or appear in their email that would make them sit back and say ‘wow’ – this is an event to become aligned with. It needs to communicate the opportunity, the audience, and how they can activate their involvement. With content planned it was then up to our creative team to visually portray the essence of the New Zealand Nationals and what sponsorship involvement with the event would mean to a brand.”
The result
Within a week of Nathan sending out the sponsorship document he had secured a naming rights sponsor for the New Zealand Nationals. FitAid, an international brand of nutritional supplement drinks came to the party and in doing so, commented on the Dynamo Events sponsorship document, saying it stood out from other sponsorship requests they have been presented with.
“We were stoked with the result,” says Nathan. “The sponsorship document did the job and we now have a portfolio piece that we know captures the attention – and the pockets – of sponsors who see the value of being aligned with our event.”
Looking for sponsorship
Stand out from the crowd. Create a sponsorship document that demonstrates the value your event, charity or brand will bring to your next sponsor partner. Give the HGB team a call today!