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A sponsorship game plan for tennis players

Photographer: Paul Zimmer


Sponsorship is a cash and/or in-kind fee paid to a property (e.g. tennis player) in return for access to the exploitable commercial potential associated with that property (IEG, 2015).

Sponsorship is thus a two-sided relationship and must be mutually beneficial. Both parties enter the agreement with the objective to gain something. Companies want a return on investment, which sports properties need to provide. This is in contrast to a donation, whereby sports properties are given money or other goods/services without necessarily providing a return on investment.

To set up sponsorship agreements several concepts need to be taken into account. Having a well-defined strategy increases the chance of a successful sponsorship proposal, agreement and subsequently successfully carrying out of that agreement.

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