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sponsor-sponsee relationship

Definition Of Sponsee

The term sponsee can refer to different frameworks:

  • A natural person who is sponsored by another individual or organization that vouches for him. The reasons in this case are mainly legal: citizenship, work visa and so on
  • A legal entity that receives financing from another organization, which in turn achieves awareness, visibility or other measurable commercial benefits.


Every year companies, depending on the size, the market and many other factors, define a precise and clear set of marketing objectives. They may want to raise awareness as well as increase sales. Or differentiate from competitors. Whatever the goal, a marketing manager and his team must have clear in mind what they want to achieve. Based on your objective, therefore, you can then decide on the best strategy that you think will help you meet your target.

There is a wide range of activities and techniques you can harness in order to build a successful brand and acquire new customers. Advertising, social media, direct mail etc. Nowadays, moreover, with the advent and growth of digital, brands have a richer choice to tap into. There are more cost-effective and targeted ways to reach your target and retain it.

However, a still valid way (especially for companies with large budget) is through the more traditional art of  sponsorship. The latter is a marketing form that allows brand to gain visibility with the display of their logo in events, tournaments, or sport jerseys in exchange of monetary contribution.

This represents the most common and simple example of sponsorship activation. The reality is that we are talking about a strategy that usually embodies a wider set of activities, from customer engagement to the creation of a long-lasting relationship between the sponsor and the sponsee. Nevertheless, it mainly refers to a brand that finances a tournament or event and expect in turn to gain visibility and awareness through the exposure to a new audience.

That said, let’s go back to the start and see what’s the role of a sponsee in this scenario.

Breaking Down Sponsee (commercial)

A sponsorship relations starts when an organization sends a proposal to another one asking for a sponsor. In this document, the sponsee must address the right subjects and try to be persuasive and convince the recipient of the validity and quality of his projects.

The potential sponsor, in order to write a substantial check, has to make sure that this deal will benefit him. That is, as a sponsee, what are the steps you have to follow to pitch the perfect proposal?

  • Know yourself: well, it seems kind of intuitive and implied, you would say. Actually, many marketers tend to underestimate this concept. When you want to promote your brand (it’s what a sponsee is doing, basically) or pitch a proposal, make sure everyone working on the project are on the same page. You have to know what you stand for, your mission and your vision, your values and so on. Having this clear in mind, translate this concepts into a clear and targeted plan in which you highlight your identity as a company.
  • Know your sponsor: does the organization carry a good reputation? Research, benchmark, report: try to  gain a deep knowledge of the sponsor’s core business, financial situation and so on.
  • Build a common ground: find shared values and focus on them. Why would the organization want to sponsor you? What’s the expected return? Are your customers relevant to its business? Answer these questions and you will definitely make an impact.
  • Define clear objectives: it’s the key moment of the process. What’s your project? If you are organizing an event, what is it about? Where will it take place? What’s your point of differentiation? Your pitch must underline the benefits of the partnership, how you will manage your project etc.

Do you want to know how Optimy can help you with your sponsorship projects?

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Useful Links

9 tips on finding a a sponsor with sports sponsorship research

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