Sometimes the biggest challenge of getting started with a new project is fighting the unknown. When you don't know what you need, you don't know how to get started. In sports marketing, this can be especially frustrating for the different parties that come together to make the whole environment work. Fortunately, there are plenty of resources to support your brand and maximize the opportunities to succeed.
Here, we have outlined the differences to provide some guidance on the value two different types of agencies can bring.
Sponsorship Sales Agency
This type of agency generally represents you as a driver or team, or in technical jargon, a property. They are spending their time in the marketplace looking for brands who want to use sponsorship as a marketing platform. Once they find a brand that is interested, they will sell on your behalf by providing your unique value and answering why the brand should invest in you. Sales agencies act as a broker between properties that need funding to perform, and brands that have the budget and want to market their products or services.
Most likely, you need a sales agency if:
- You are a driver, team, track or series
- You have just started competing
- You are looking to increase your budget for next season
Sponsorship Activation Agency
Once a sponsorship is secured, the group you are sponsoring often considers it to be a done deal. They will likely return back to what they are most committed to - competing. Your brand has just invested money in sponsoring a particular property and at this point is found asking, "now what?"
For us, that is where the real work begins. While we don't actively recruit and sell new sponsorships for properties, we focus on activating those relationships. Depending on what your organization's business objectives are, sponsorship activation can come in many forms and is designed to generate sustainable value for your brand.
Most likely, you need an activation agency if:
- You are a brand who markets products or services through sponsorships
- You are looking to extract value out of your sponsorship relationship
- You are looking for fresh ideas to engage your employees, partners and customers
- You do not have the level of resources required to manage a full sponsorship agreement
Where Does SD Fit?
Sport Dimensions is best defined as a sponsorship activation agency. Our expertise is built upon working with existing partnerships and extracting sustainable value out of the things you can do together. If you need a sounding board for any ideas that have come your way, we are happy to help.
Updated for added value.