Every time the Olympics roll around, giant corporations casually hand out “buy-a-country” sponsorship money.
Most of what makes Olympic sponsorships work has nothing to do with having millions of dollars.
Olympic Sponsorships are Not about Logos.
They Are About Strategy and Storytelling.
Even though you don’t have a ginormous Olympic budget, you can copy the Olympic strategies. You can “borrow” their playbook without having your accountant fall on the floor in shock.
Don’t Sell Products — Sell Feelings
When you watch Olympic commercials, you don’t see, “Get 20% off when you order now.” You see tears, slow motion, parents hugging athletes, epic music, breathtaking landscapes, and comeback stories.
Sponsors are tapping into your base emotions so you feel something and buy their stuff.
What You Can Learn
When you’re working with sponsors, go beyond slapping logos everywhere. Feelings beat logos every time.
FAQ
What are the top sponsor benefits?
Go beyond visibility and exposure. Connect sponsors to their core consumers with contests, social media, speaking opportunities, videos, and press releases. Give them custom programs and unique activations
What’s the definition of sponsorship
Sponsorship is connecting a company to people who buy things. Sponsors give you money you don’t need to pay back because you’re connecting them to their core consumers.
What are sponsor pet peeves?
One sponsor I interviewed said they were treated like a logo, rather than a company with unique messaging. Let sponsors know you care by giving them fulfillment reports, asking great questions, and providing brilliant solutions.
