Getting Prepared

Our base formula for sponsorship is:

Brand + Assets + Audience = Sponsorship Opportunities

It looks easy enough, but it's the weight and balance of each of these components that will determine your attractiveness as a sponsorship property. Plus, no two sponsors want exactly the same thing and no two properties offer exactly the same thing!

Our audit process breaks each component down and rebuilds it in a way that opens up the sponsorship market for rights holders.

FIT has carried out sponsorship audit/preparation programs for a wide variety of non sports rights holders including our most recent project with the Arts Centre, Melbourne.

In the last 3 years, FIT has completed programs for: Victorian SES, NSW SES, William Angliss Institute, NSW Ambulance Service, St John Ambulance, Fire & Rescue NSW, Royal Women's Hospital Foundation Victoria, Victoria's Small Business Festival, Australia Day and Australian of the Year Awards for the National Australia Day Council.

 

Case Study #1 - Fire & Rescue NSW

Our work with the Fire & Rescue NSW assisted a highly specialised, non marketing based organisation to understand and prepare for the challenge of sponsorship marketing. With over 6,000 staff and an intricate organisational structure to navigate, our audit and sales project also had to negotiate through the complexities of a Government aligned entity, but has lead to substantial ongoing success in recruiting major brands McDonald's and GIO as long term strategic Partners.

Case Study #2 - National Australia Day Council

Our strategic consulting with the National Australia Day Council focused on Australia Day and Australian of the Year Awards and assisted an already sophisticated and complex organisation build a blueprint to further grow these powerful brands. A major outcome of the audit was to simply provoke thought, to stimulate debate and to allow the many stakeholders to 'buy in' to the process.

 

                                                                                                             

 

"Through the process of a sponsorship audit FIT challenged us, stretched us and has ultimately grown and developed our own thinking about our brand and our position in the market.  FIT's insights and expertise have been invaluable to our business planning - both in relationship to sponsorship and beyond."

Tam Johnston, National Program Director, National Australia Day Council