In an effort to help out the countless teams out there in search of sponsors, I have decided to take a little look at where a lot of people go wrong and try to give my professional advice to all those managers out there struggling to get something sorted for their players, teams and organization. I’ve done a couple of articles which touched on the basic concepts of sponsorships and team management, and I also explained that running and managing a team should always be seen as a long term plan spanning several years. Before you dive into this article I suggest you take a look at my guide to eSports Team Management, as you will need the items in that list to be all sorted and taken care of before you can start working on acquiring some sponsorships!
Right, so now you have the basics all down and you know what to look out for and what to be wary of. Let’s get started and take a look at how your team could potentially acquire some sponsorship. I’ve divided this document into pieces, each will explain a different part of putting together your sponsorship plan. Take a seat, grab a cup of coffee and sit back as we explore the complicated world of sponsorships in eSports and my take on the entire industry revolving around this.
If you want to know more about the subject or have some questions and remarks, add me to Twitter and ask there: http://www.twitter.com/stevenleunens
Some obvious yet important aspects listed here Steven. My only problem is that in the second section, entitled "Promoting something unique", there is undoubtedly going to be a distribution of false promises with what you have suggested.
You become a team with a lot of social engagement in local communities, and your local players are committed to helping out giving PC instructions to lesser fortunate kids from the neighbourhood.
Now, as you've already equated for the IQ of a default organisation within the article, I wont indulge further on mentioning that their not dumb. A intention such as the one you mentioned above (crap example, lets be honest) is obviously brilliant in theory, but almost ridiculed by the execution of the idea itself. An idea like that would not only take money, advertisement and hardware to establish itself, but would almost always require that both the management and players are based in similar locations, which is commonly never the case .
So, once again, false promises are created yet this time on our behalf. This is why I would recommend taking the stigmatic approach and offer something that is highly common at present, simply because anything else would eradicate any sponsorship money you were hoping for before you even receive it. Something like website promotion would be more practical, but as you said, common.
Viscous circle Steven, but good read nevertheless. :)
Coincidentally that happens to be one of the key things we do in Roskilde eSport - not by giving PC instructions to lesser fortunate kids specifically - but by encouraging kids from all social backgrounds in Roskilde to take part in social activity at our clubhouse, giving them the opportunity to meet and socialize with other kids and our players 'in real life' who have the same interests as they do: Gaming & eSport - We have over the course of 4 years reached 150 members (and growing), and this is an important aspect we use when promoting our organization or when searching for new partners / sponsors.
I realize this is something unique compared to what other teams / organizations can offer, but the example is not completely unrealistic.
Edit: I'm pretty sure Steven will emphasize the fact that it was an example, but just because it's a far fetched one, doesn't mean it can't be done :P
Ninja double edit: The important point he has made imo (sorry if I'm stating the obvious here :D) is the fact that company's are more likely to be interested if you have something unique to offer, compared to something that is highly common (like website promotion).
First great article and secondly I would like to ask you z1no how does this your clubhouse work, what do you offer to your members, do you have yearly membership/no membership and what do you have in your clubhouse, PC area,..?
yes it does, but getting something unique requires time, money and resources which negates the whole reason as to why a company is looking for sponsorship!
Well firstly, a company isn't going to be looking for sponsorship is it? (the org is ;P)
Secondly, it does not always require money etc, just a creative thinking, you are selling yourself as a marketing tool first and foremost.
If you are a smallish team looking for financial backing, the only way to do it in the manner you are suggesting (ie common approach) is literally to sell advertising space. Naturally, most teams are seeking more than that, and thus have to prove why sponsor X should choose them above the countless other emails they have already received, without the 'unique' that is not going to happen.
but advertising is really the only thing you can do for free, and therefore the only thing an org can do is expand upon that, there's no creative thinking and no miracle, just time and mass effort.
It's merely an example you could go for, there are a million and one things you could go for really. The teams posting here and being active are just a small portion of all the teams existing and a lot of them are based around a social community or hub and are all in the same geographical location (granted they are not often teams who travel to events and thus need the money from sponsor)
The other example of for instance focussing on a race community would be easier to use, I grant you that :)
Also I'm not saying you should throw traditional advertisements out the window but simply that it works better if you have something unique built around it
Or u can do what a smart person does,just walk into a Computer shop tell em ur the best team in the game and ask for sponsorship... worked with afuture
Easy my friendn go to your local "Mosque/temple" tell the imham that if he sponsors you to travel to lan events around the world you will spread out the mohamed faith said in the coran and bring new sheep on the lighteous way!
I'm only kidding don't take it to seriously ;)
What about kebab sponsorship company ? should be easy to heh ?
thats great, now go read the studies which tell the exact opposite, then u know both sides and be able to make up your mind =)
to add to the article of Steven;
companies love if you can give them free publicity. Mass media attention always pays-off hugely and can be gained with even the simplest ideas, like world record attempts, activities in the middle of the city center, just anything that draws attention. -edit- eg i'm sure tek9's rep got a boost after the broadcast on BRT.
You'd be surprised how eager journalists are looking for stories to fill up their pages. PR really adds to plain advertising
if there is studies that say the exact opposite well then what steven just wrote is bag of crap so :s (and what several teacher who have their own company) so :well show me where you find it i'm curious....
Spido, its a theory, just like there are quite some other theories like AIDA. Obviously there is not 1 that is right or wrong, it's not like AIDA is the only thing out there. Doesn't make AIDA right or wrong, it's just a way of thinking how it works.
Just because there are more ways to achieve a certain point, doesn't mean the one steven is trying to teach us is uterly bullshit.
Many top companies have their own way on how to reach the top and you're trying to say that each and everyone of them options isn't worth a damn?
There's nothing wrong with the way steven is promoting, there are just other options just as valuable to know as this one.
It's like a game of soccer, you can have technique, but without speed, your team will fail, but with only speed, it'll fail too.
Good read indeed, but in India where eSports is an unknown word I don't know how to convince companies to sponsor. BUt on other hand it can prove out to be a great idea for them to because of its untapped nature.
@xpero39 - we offer ppl a place to play with other ppl who are interested in gaming, in a relaxed and social environment.. we have about 40 pc's, 15-20 consoles, a small movie theatre, a kitchen and so on... and ofc you have to be a member to use the clubhouse :)
edit: also our players use the house to bootcamp before events, etc.
You become a team with a lot of social engagement in local communities, and your local players are committed to helping out giving PC instructions to lesser fortunate kids from the neighbourhood.
Now, as you've already equated for the IQ of a default organisation within the article, I wont indulge further on mentioning that their not dumb. A intention such as the one you mentioned above (crap example, lets be honest) is obviously brilliant in theory, but almost ridiculed by the execution of the idea itself. An idea like that would not only take money, advertisement and hardware to establish itself, but would almost always require that both the management and players are based in similar locations, which is commonly never the case .
So, once again, false promises are created yet this time on our behalf. This is why I would recommend taking the stigmatic approach and offer something that is highly common at present, simply because anything else would eradicate any sponsorship money you were hoping for before you even receive it. Something like website promotion would be more practical, but as you said, common.
Viscous circle Steven, but good read nevertheless. :)
edited 2010-03-25 11:50:38
Coincidentally that happens to be one of the key things we do in Roskilde eSport - not by giving PC instructions to lesser fortunate kids specifically - but by encouraging kids from all social backgrounds in Roskilde to take part in social activity at our clubhouse, giving them the opportunity to meet and socialize with other kids and our players 'in real life' who have the same interests as they do: Gaming & eSport - We have over the course of 4 years reached 150 members (and growing), and this is an important aspect we use when promoting our organization or when searching for new partners / sponsors.
I realize this is something unique compared to what other teams / organizations can offer, but the example is not completely unrealistic.
Edit: I'm pretty sure Steven will emphasize the fact that it was an example, but just because it's a far fetched one, doesn't mean it can't be done :P
Ninja double edit: The important point he has made imo (sorry if I'm stating the obvious here :D) is the fact that company's are more likely to be interested if you have something unique to offer, compared to something that is highly common (like website promotion).
edited 2010-03-25 12:44:46
You have clearly never worked in sales of any sort then :)
edited 2010-03-25 15:53:45
Secondly, it does not always require money etc, just a creative thinking, you are selling yourself as a marketing tool first and foremost.
If you are a smallish team looking for financial backing, the only way to do it in the manner you are suggesting (ie common approach) is literally to sell advertising space. Naturally, most teams are seeking more than that, and thus have to prove why sponsor X should choose them above the countless other emails they have already received, without the 'unique' that is not going to happen.
edited 2010-03-25 15:26:08
but advertising is really the only thing you can do for free, and therefore the only thing an org can do is expand upon that, there's no creative thinking and no miracle, just time and mass effort.
The other example of for instance focussing on a race community would be easier to use, I grant you that :)
Also I'm not saying you should throw traditional advertisements out the window but simply that it works better if you have something unique built around it
edited 2010-03-25 13:12:54
They dig that
I'm only kidding don't take it to seriously ;)
What about kebab sponsorship company ? should be easy to heh ?
This technic is or should be teached in every business school at least it was in mine, and it's perfecty what dfb is using in his article !
edited 2010-03-25 21:07:25
to add to the article of Steven;
companies love if you can give them free publicity. Mass media attention always pays-off hugely and can be gained with even the simplest ideas, like world record attempts, activities in the middle of the city center, just anything that draws attention. -edit- eg i'm sure tek9's rep got a boost after the broadcast on BRT.
You'd be surprised how eager journalists are looking for stories to fill up their pages. PR really adds to plain advertising
edited 2010-03-25 22:51:59
edited 2010-03-25 23:52:21
edited 2010-03-26 12:32:31
that's just crap you're saying.
Just because there are more ways to achieve a certain point, doesn't mean the one steven is trying to teach us is uterly bullshit.
Many top companies have their own way on how to reach the top and you're trying to say that each and everyone of them options isn't worth a damn?
There's nothing wrong with the way steven is promoting, there are just other options just as valuable to know as this one.
It's like a game of soccer, you can have technique, but without speed, your team will fail, but with only speed, it'll fail too.
Many ways lead to Rome my friend
excuse me for my reaction
edit: also our players use the house to bootcamp before events, etc.
edited 2010-03-28 01:55:52