Once you’ve got a sponsorship deal, there are many ways to maximise the exposure it can give your business.
Develop a marketing plan with those you are sponsoring and make sure they have your logo and company information to include in their publicity material. At the same time, allow some budget of your own to publicise your involvement. Ensure you have the opportunity to check absolutely everything that is going to be printed with your name on it.
Spread the word about the sponsorship by sending out a press release. The emphasis should be on the sponsored organisation, but make sure your involvement is clearly spelled out. Promote the sponsorship as widely as you can in your literature, at your premises and by using every promotional trick of the trade, from t-shirts to pens.
If you are sponsoring an event, make sure you invite your customers and potential customers. Always follow up afterwards by contacting them while there is plenty of good will in the air. Finally, make sure your staff are fully involved. Their support and good will is vital.