These Letters Explained - Sponsors & Business Partners

Sponsors or Business Partners? So are they simply some other organisation who won't listen?

Difficult to get through to granted, but Sponsors and Business Partners are more likely to respond to your attempts than the SFA, SPL or SFL. Why?

Because potentially, it is bad for their business if they don't, and good for their business if they do and by writing to them you are presenting a business opportunity.

Sponsors pay attention to how the organisations they sponsor perform and behave. As long as the association with the sponsored organisation is good for business the Sponsor will continue sponsoring. Poor performance or questionable behavior by the sponsored organisation can reflect very badly on the Sponsors simply because of the close association they have.

Sponsors don't sponsor out of benevolence, and the more commercially savvy they are then, the more likely they are to respond when business is affected.

These letters are intended to exploit these aspects of the Sponsor/sponsored organisation relationship and you can influence this as follows:

• • present information that impacts on that relationship

  • indicate the potential for new business or risk of loss of business (you don't need to make threats, just stick to facts)

  • provide information on the way the sponsored organisation has behaved (present the evidence from previous correspondence and let the Sponsor make the decision)

  • highlight the commercial aspects of each benefit you’ve listed (don't simply repeat the list in your previous letters)

  • encourage their continued support and influence (Scottish Football can't afford to loose sponsorship money)

  • when you point out the consequences, focus on the potential for new or lost business

Sponsors and Business Partners don’t just provide money to the sponsored companies, they provide advice and they have access to people that you don’t.

Those people receiving sponsorship will be a whole lot more likely to listen to their Sponsors and that is why you should write to these letters.

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