What value does a sponsorship agency offer brands and rights holders?

As the world of sports and entertainment continues to grow and evolve, so do the opportunities for brands to get in on the action. A sponsorship agency e.g Strive Sponsorship plays a vital role in connecting these brands with the right opportunities to reach their target audience and achieve their marketing goals.

But what exactly does a sponsorship agency do? And how does it add value for both brands and rights holders?

At its core, a sponsorship agency acts as an intermediary between brands and rights holders – such as sports teams, music festivals, or events – to facilitate mutually beneficial partnerships. These partnerships can take many forms, from traditional sponsorship deals to more creative, experiential activations. Strive Sponsorship, for example, advised BT in their sponsorship of Excel Esports when the media company was looking to reach gamers. Additionally Strive advised Smarkets in their sponsorship of the Nat Coombs Show to help the betting brand engage UK-based NFL fans.

For brands, the value of working with a sponsorship agency lies in their expertise and connections in the industry. Sponsorship agencies are well-versed in the landscape of sports and entertainment and can help brands identify the right opportunities to reach their target audience and achieve their marketing goals. They also have established relationships with rights holders, which can make the process of securing partnerships much easier for brands.

But sponsorship agencies offer value for rights holders as well. By working with a sponsorship agency, rights holders can tap into their expertise and connections to secure valuable partnerships and sponsorships. This can be especially useful for smaller organizations or events that may not have the resources or know-how to secure sponsorships on their own. This was the case when Strive acted as an advisor to Fortress Melbourne to help them secure Dell/Alienware as a founding partner.

In addition to helping facilitate partnerships, sponsorship agencies also often provide support in the planning and execution of sponsorship activations. This can include everything from creating creative ideas for activations to managing logistics and measuring the success of the sponsorship. An example of the latter is the work Strive did for The O2, helping them quantify for sponsors the value of their partnership.

Overall, sponsorship agencies play a crucial role in the world of sports and entertainment, helping to connect brands with the right opportunities and supporting the planning and execution of successful partnerships. Whether you’re a brand looking to reach a new audience or a rights holder seeking sponsorships, working with a sponsorship agency can be a valuable investment.

Looking for sponsorship agency help?

If you’re looking for advice from a sports, esports or gaming agency, Strive Sponsorship can help. Contact us for esports, sports, sponsorship, commercial, content, media, operations, investment, and communications consultancy services.

Frequently asked questions

What is a sponsorship agency?

A sponsorship agency connects these brands with the right opportunities to reach their target audience and achieve their marketing goals.

What are the four (4) types of sponsorship?

Brands can pay for sponsorships using (i) money, (ii) product and/or services, often called contra or value in kind (vik), (iii) marketing in kind (mik) e.g. BA promoting a film launch to its Executive Club members, and (iv) a combination of the above

How do I get sponsors to sponsor me?

Being clear on your own objectives, brand identity, and the different types of audiences your proposition reaches (or is looking to reach) are fundamentals. Then look at it from a prospective sponsor’s point of view, what problem can you help them solve in their own marketing e.g. reaching a young audience etc? You need to position your own value from a perspective of how it can help the potential partner, not leave them to work that out.