Tournament Sponsorships

When planning and organizing a golf tournament, it’s important to realize that promoting sponsorships, and finding partners (i.e. sponsors) can greatly enhance the golf experience and tournament’s success. Sponsors will support your event for the opportunity to connect with your audience. As the tournament planner you want to host the best tournament possible. All tournament planners come to the “financial fork in the road,” forcing them to use their own money and resources in an effort to host the perfect tournament or come up short after a sub-par sponsorship drive. No tournament planner wants to host a “lackluster” event or spend more money than they take in. A well-prepared, proactive outlook on developing sponsorships is the key to being able to host an event that exceeds participants’ expectations while also achieving the financial goals of the tournament.

There are many aspects of tournament operations, however sales may be the key component of the tournament’s overall success. Your tournament will only be successful when you are able to exceed your goals in terms of attracting players, volunteers and sponsors. That is where sales comes in, and it is important to remember that “sales” is a process. The process includes, doing your homework, being prepared, effectively timing your sales activities and having your sponsorship materials ready to promote. Your materials are your Sponsorship Guide which details the tournament prospectus and all of the sponsorship opportunities available with your tournament. which include the following:

Tournament Prospectus:

  • the mission of the tournament
  • when and where the tournament will take place
  • who can participate in the tournament
  • why sponsor or advertise with tournament and how the sponsor will gain exposure

Primary Sponsorship Levels

  • Title Sponsor
  • Presenting Sponsor
  • Contributing Sponsor
  • Associate Sponsor
  • Supporting Sponsor

Additional Sponsorship Levels

  • Pre-Event/Pairings Party Sponsor
  • Breakfast Sponsor
  • Lunch Sponsor
  • Dinner/Scoring Reception Sponsor
  • Food & Beverage Events Sponsor
  • Driving Range Sponsor
  • Putting Green Sponsor
  • Beverage Cart Sponsor
  • Golf Cart Sponsor
  • On-Course Contest Sponsor
  • Hole Sponsor
  • GPS Yardage System Sponsor

Once you’ve finalized all of the sponsorship programs it is again important to remember that sales is a process and to stay positive in your efforts to secure sponsorships.

  • 48% of sales people never follow up with a prospect – make sure ¬†you always follow up!
  • 25% of sales people make a second contact and stop
  • 12% of sales people only make three contacts and stop
  • Only 10% of sales people make more than three contacts

With these statistics in mind it is important to understand the following:

  • 2% of sales are made on the first contact
  • 3% of sales are made on the second contact
  • 5% of sales are made on the third contact
  • 10% of sales are made on the fourth contact
  • 80% of sales are made on the fifth to the twelfth contact

When it comes to golf tournament sponsorship sales it is important to remember to try, try, try, try, try (and try…) again. If you are able to build relationships with your prospects, over time you will be able to secure the sale, exceed the expectations of the tournament participants and meet the financial goals of the tournament.