What sponsorships aren't saying

Not too long ago I had a sponsorship and partnership chat with friend Pam Slim from Escape from Cubicle Nation where I shared some key clues to a successful partnership with the corporate and small business world. To learn more about how to leverage partnerships and sponsorships in your business, go here (disclaimer: this is an affiliate link and if you buy the program, I'll make a small profit). The fact of the matter is that a lot of people don't understand one, key tenant of what sponsorships are all about: The story.

Sponsorships are about the story that a company wants to tell a certain audience. They're about looking a certain way in front of a certain group of people at the right time.

The bigger the story, the bigger the sponsorship potential. The better you can tell the story, the bigger the sponsorship potential.

Look at this image below that I took as I was walking my little Luna (dog) through Central Park.


You'll notice that Chase bank sponsors part of this restoration. They assumingly paid money to be seen as part of the rehabilitation process. But why would Chase care?

Chase cares because this is an opportunity in a city where they have a huge presence (I swear there's a Chase ATM on every corner) to be seen in the following ways:

  • Invested in New York City and the well-being of its people
  • A corporation that cares about the environment, the beauty of its city and the people in it
  • Altruistic
  • Green
  • Giving
  • The ONLY bank doing so...

Notice how you don't see any other banks on this sign. Chase has exclusivity. They're the only one that can tell this story.

Think of it in simple terms. You want to be the guy who kissed the hottest girl on the cheerleading squad. Why? Because you're the ONLY one that gets to tell a story that you know will give your credibiity within a community you care about.

And if she likes you too, she brags just as much meaning that you get double the PR. In a sponsorship, both parties like each other and thus simultaneously publicize their efforts because they both have much to gain from doing so.

Chase cares about New York and this is an opportunity to show that. Your goal in finding sponsorship is to help other companies tell a story about who they are. The larger the audience the better, but a great story is really important too.

Because that's what you buy when you buy a sponsorship; the right to tell a story that most times only you can tell...