How sponsorship works

Sponsorship agreement

What we hope to achieve

Lands Village Hall Trust is a registered charity that supports a small but vibrant local community in Teesdale. A lack of investment has caused the hall to close for a short time. However, we now have a team of Trustees who have a strategic plan aimed at reopening the hall. In summary, our goal is to make the hall the heart of the local community again and to achieve that we offer sponsorship opportunities.

In order to achieve our strategic goals, we need to generate revenue. Therefore, we offer attractive opportunities to businesses and other bodies of all shapes and sizes.

You can find out more about how to sponsor our work on our how to donate page. The rest of this post explains more about what sponsorship we offer. Also, we have a list of current sponsorship opportunities for interested parties.

An example opportunity is discussed in the following sections. To avoid any doubt, this is for example only and is not actually on offer. For offered sponsorship, please refer to our current list.

Case study

London Underground launched its Busking Scheme in 2005 and overnight, it became a huge success. The scheme expanded within a year of its launch and metro systems worldwide descended on London to find out how to reproduce its success for themselves.

In May 2005, Carling sponsored the Scheme. As part of the sponsorship package, Carling “rebranded” the Busking Scheme and gave the busking pitches a new look.

Carling sponsored the Scheme for two years. The sponsorship contract ended in 2006. Carling spent several million pounds on buying the rights and investing in building awareness. There have been several other sponsors of the Scheme since Carling. But people still refer to the Scheme as the “Carling Busking Scheme” years after their agreement ended.

The power of sponsorship as a business tool can be incredible. Carling benefited from an ROI several times over. Most importantly, they continue to do so even though they have not paid for these benefits for over thirteen years!

How we offer sponsorship

A sponsorship opportunity is anything offering one or more assets with a value to potential sponsors. When taking an opportunity into account, the Trust weighs up what it offers as assets.

A sponsorship asset is each individual part of an opportunity that can be offered to potential sponsors. Any opportunity can have many underlying assets associated with it. Each package offers assets of different values. This helps us attract a diverse range of sponsors.

The Trust thinks about each asset on its own merits and offers a package around it. The sponsorship package consists of the asset and various options that the sponsor can use. Usually, options are advertising or promotional opportunities to raise awareness of the sponsor.

These options are usually flexible. This gives sponsors scope to suggest their own gimmicks. Although the Trust has the right to refuse a suggestion, we are open to sponsors’ ideas.

Occasionally, we combine some packages to form a bigger, or more attractive package. This can be suggested by a potential sponsor, if this would work better for them.

Generally sponsorship is sold on a first come first served basis. The exception to this principle can be the Primary asset. This is because that asset can often set the tone for the remaining packages.

An example

For example, the Trust is organising a Christmas Fayre. The event itself is the sponsorship opportunity. Having thought about the fayre, the Trust thinks it can offer the following assets to sponsors:

  • overall sponsorship of the Christmas Fayre;
  • the Christmas Pudding Competition;
  • the Mince Pies give-away;
  • Sponsorship of Santa’s Grotto;
  • the Christmas Hamper Lottery; and,
  • the Children’s Lucky Dip.

The Trust decides to offer a Primary Sponsor package as well as two Secondary Sponsor packages for the fayre. In addition they combine the Christmas Pudding Competition and Mince Pies into one sponsorship package. The remaining assets are kept as separate packages for now. Later, a sponsor might want to combine some of these packages into a larger package.

The Lucky Dip package allows the sponsor to decorate the lucky dip barrel and place their logo on the outside of the barrel. The stall includes the name and logo of the sponsor. In addition, associated advertising of the stall includes the name of the sponsor.