SPORTS & ENTERTAINMENT
MARKETING II
1.13 DEVELOP PROOF-OF-PERFORMANCE
PACKAGES FOR SPONSORS
PROOF-OF-PERFORMANCE (P-O-P)
• A sponsorship summary that documents the overall
event results as well as the individual sponsorship
deliverables.
• A book should be created for each sponsor and is ideally
provided within 5 weeks of the day of the event.
HOW DOES P-O-P HELP SPONSORSHIP
SALES?
• Proof of performance advertising reinforces your
media brand by demonstrating how your action
impacts their lives.
• While care must be taken not to sound too
arrogant, this form of promotion is very effective at
cementing your position as a market leader.
• Example:
• On the day after an important election, a radio station
could air a spot that says, "When you want to know who
won, who lost, and you want to know first, turn to
Westchester's NewsRadio 92.3. We brought you the most
accurate returns before anyone else."
THE COMPONENTS OF A P-O-P
PACKAGE
• Choose a format
• 3-ring, photo journal, scrapbook, bound, etc.
• Thank You Letter/Note
• Overall Summary of the Event
• Important to show “Big Picture “success of the event.
• Include, number of participants, money raised, media
coverage, and other successful highlights
• Copy of the entire contract
• Or at least, the agreed upon deliverables.
• Great for sponsor to have information in one place during
the review process.
THE COMPONENTS OF A P-O-P
PACKAGE (CONT.)
• Written description of the how the deliverables
were executed.
• Be as specific and thorough as possible with results.
• Provide samples of giveaway items with sponsor
recognition.
• T-shirt, hat, pen that includes the sponsors name.
• Thank you gift for company
• Moderately priced and personalized
• Schedule an in-person meeting to review the
book together.
• Critical for highlighting successes and provides an
opportunity to discuss “next year’s” event.
• Receive valuable sponsor feedback.
REAL-LIFE EXAMPLE
• http://prezi.com/rupn7xfbjlqm/bud-light-tri-citystorm-proof-of-performance/
• http://www.usyouthsoccer.org/assets/1/1/2011_Pro
of_of_Performance.doc