For example, one of SCA’s popular sports promotions is the football Runback For Cash. In
this promotion, a lucky contestant wins the grand prize when the opening kickoff is returned for a touchdown.

Traditionally, cosponsors for this promotion have been radio & TV stations, sports bars, car dealers, and beer distributors. These diverse companies have one thing in common. One of their primary consumer targets is the sports fan. Runback For Cash gives them a common vehicle to promote all their products with a fun, easy to run promotion.

To increase listeners, KOZE in Lewiston, ID partnered with a local sponsor, Bridge Street Connection Sports Bar. Both partners achieved great results by offering listeners a chance to win $1,000 or more every Monday night by coming to the bar.

KOZE was able to increase listeners and promote the station to their target audience and the sports bar grew their business 500%! By running SCA’s Runback For Cash promotion and through cosponsorship, both businesses benefited!

What are the benefits of having a cosponsor for my promotion?

The biggest benefit is sharing the costs and the responsibilities of the promotion. If the products are complementary, like milk and cereal or flowers and greeting cards, it can also increase sales for both sponsors. By tying a product release with an established, well known
product, you can lend credibility to the new product while highlighting new uses or a new image for the established product.

Typically, how do two sponsors split the responsibilities of running
a promotion?

This depends a great deal on the type of promotion and the capabilities of the cosponsors. Many times, one sponsor may contribute the finances while the other contributes the manpower. Radio stations are experts at tying together cosponsors to make the most of every event. For example, when a radio station sponsors a local event like a 5K or 10K run,
they will tie in athletic clothing stores, bottled water companies, auto dealers, or health food
companies.

The station and the event get financial and advertising support, as well as product giveaways from the cosponsors. The stores and manufacturers have the opportunity to feature their products to a highly targeted audience while building brand image and awareness. Everyone
benefits!

How can I find someone to cosponsor a promotion with me?

There are several ways to find a cosponsor for your promotion. First, you must find a good match. Look for several things:

• Products, companies, or events with the same target audience, like sports bars and beer distributors
• Complementary products or companies, like film manufacturers and photo processing stores
• If you’re launching a new product or service, look for an established brand that could benefit by adding your product to theirs; like satellite radios and car manufacturers

When you’ve found a good match, look at the company’s advertising and sponsorships. See what they are currently involved in and if there’s a good match. If not, look for an event in your community that would offer a good tie in for the two companies. Or, propose a unique stand-alone promotion sponsored by both companies. Offer a proposal that is fair and benefits both companies, taking advantage of each company’s strengths. Make sure to define the objectives of the promotion and how you want to accomplish them.

Cosponsorships can help companies reduce individual costs and responsibilities, build brand awareness, and increase sales. In a well-planned, cosponsored promotion, everyone wins.

If you’re interested in more information or ideas for cosponsorship events, contact SCA today at (888) 860-3700. Or visit our Web site at www.scapromotions.com to review case studies of cosponsored events.