19/02/2025
Reflections on the Charity-Based View of Sponsorship in Kenya
Many sports organizations in Kenya continue to approach sponsorship as a form of charity, appealing to the goodwill of companies rather than offering value-based propositions. This mindset often results in missed opportunities for meaningful partnerships, as potential sponsors seek return on investment (ROI) rather than mere philanthropy.
Challenges in the Charity Approach:
1. Lack of Defined Value: Organizations often fail to articulate how their events, teams, or clubs can provide visibility, engagement, or brand alignment for sponsors.
2. One-Sided Relationships: Charity appeals position the sports organization as a beneficiary rather than a business partner.
3. Limited Long-Term Commitment: Sponsors are less likely to commit to long-term partnerships without clear business benefits.
Practical Solutions to Shift the Narrative
1. Understand Sponsor Goals
Research: Identify what each sponsor values (e.g., brand exposure, community engagement, digital reach).
Tailored Proposals: Create sponsorship proposals specific to each potential sponsor, highlighting how partnering will help meet their business objectives.
Example: If a brand is focused on youth empowerment, emphasize the social impact of sponsoring youth football tournaments.
2. Develop and Communicate ROI Metrics
Visibility Metrics: Offer data on expected reach through media coverage, social media, and event attendance.
Engagement Metrics: Provide examples of past or potential engagement strategies (e.g., fan activations, social media interactions).
Impact Reports: Regularly share post-event reports to demonstrate the value sponsors received.
Example: Showcase how social media campaigns run during previous sponsorships generated significant engagement for other brands.
3. Shift to Value-Based Sponsorship
Highlight the organization’s ability to enhance the sponsor’s brand image and provide meaningful consumer engagement.
Focus on creating experiences for fans that also promote the sponsor’s brand (e.g., contests, giveaways, branded events).
Example: Offer naming rights for tournaments or social media co-branding to increase brand exposure.
4. Professionalize Sponsorship Proposals
Invest in high-quality sponsorship proposals that clearly define partnership benefits, branding opportunities, and media exposure.
Include visuals, testimonials, and case studies to build credibility and excitement.
5. Leverage Digital Platforms
Promote sponsors through social media, websites, and live streaming.
Offer content creation opportunities (e.g., branded videos, sponsored player interviews) to give sponsors additional visibility.
6. Focus on Long-Term Partnerships
Approach sponsorships as long-term partnerships rather than one-off transactions.
Offer tiered sponsorship packages that evolve over time, providing increasing benefits for long-term commitments.
Loch Sports Expertise in Sponsorship Appeal
Loch Sports specializes in helping teams and sports organizations enhance their sponsorship appeal by:
Sponsorship Strategy Development: Crafting data-driven sponsorship proposals that highlight clear business benefits for potential sponsors.
Brand Alignment Services: Aligning organizations with sponsors whose values and missions resonate with their fan base.
Digital Engagement Solutions: Developing fan engagement strategies that increase brand visibility for sponsors through social media campaigns, contests, and co-branded activations.
ROI Reporting: Providing detailed post-event impact reports to sponsors, demonstrating how partnerships achieved marketing and visibility goals.
Media Training: Ensuring players and officials can confidently represent sponsors in media interviews and public appearances.
Outcome of the Shift
By shifting from a charity-based approach to a value-driven sponsorship model with the support of Loch Sports, Kenyan sports organizations can build sustainable partnerships, improve sponsor retention, and elevate the entire sports industry in Kenya.
📸 / Kisumu RFC
