Home' Bowls NSW : April 2010 Contents BOWLS NSW -- APRIL 2010 27
ONE of the hottest topics dis-
cussed when I visit hundreds of
clubs each year with BCiB is that
Clubs, along with bowls associa-
tions, such as State and National
bodies, are always on the lookout
for other sources of income/rev-
enue -- and apart from general
trading, sponsorship is an obvious
I can safely say that here at
BCiB we get inundated each year
with requests for some kind of
assistance -- $$$'s for a tourna-
ment, help with the expense of
outfitting members in club cloth-
ing, BCiB team/player visits, and
the list goes on.
Of course, we are delighted
to do all we can, and across the
nation BCiB contributes well in
excess of $300,000 annually back
Personally, being fortunate
enough to be involved in bowls
from a player's perspective, a
club perspective and a business
perspective, it allows for a view
of all avenues.
Having said that, let's just focus
on the "club" sponsorship.
One of the biggest issues in
securing sponsors (or to put it
better, corporate partners), is ensur-
ing that the contributing company
gets value for their dollar.
So often we see clubs attract-
ing sponsors for one or two year
terms, only to see the relationship
discontinued, or at best reduced
after that period is elapsed.
Why is that? Well, no doubt
there are some major contribut-
In no particular order, they
(a) Complacency; the club relaxes
and gets slack looking after
their corporate partner,
(b) Lack of value for dollars spent
from club patrons to contribut-
(c) Lack of loyalty; clubs often forget
the amount of generosity sup-
plied by a
go out to
and play one
against the other;
(d) Lack of personal contact (pro-
fessionalism) from the club to
the corporate partner; and the
list goes on.
It's imperative that all clubs
dealing with sponsors have a sys-
tem whereby they can ensure a
professional and personal approach
to businesses, and if successful in
gaining their assistance, take every
step to enhance the relationship
and build upon it, so at the end
of the day ensuring everybody
involved is a winner.
Too often, the club believes it
has a right to have sponsors with-
out putting in the "hard yards."
In a recent conversation with
NSW representative and sponsor-
ship guru John Green (Corrimal
BC), he was kind enough to share
with me some of the avenues he
took in order to gain and cater
for businesses supporting his club.
The age-old tiered system still
works, and by that I mean pack-
ages where you might name them
Platinum, Gold, Silver and Bronze,
and for each level, the benefits to
the sponsor are enhanced.
As an example, one of Corrimal's
packages included the following:
• Company's name on club shirts
for three years;
• Free social membership for 10
• Personal invitation to two people
to attend club's Presentation
Night (or other suitable function);
• Monthly advertising in club
• Free hire of barbecue area;
• Free Barefoot Bowls Party;
• Interior advertising (in house);
• Exterior advertising (on score-
boards and fences, etc).
The above is just one of any
number of packages that can be
easily offered and supplied by
the club to potential and existing
Using one's imagination, any
number of alternative options
can be included in a sponsorship
The key then is to have a proper
understanding of the value of
the package, and even more so,
understanding the business you
are dealing with, the budget they
have to operate within and the
needs, requirements and benefits
best suited to them to ensure a
great working relationship, and a
successful relationship that remains
for many a year.
In straight terms, don't get
greedy; make sure you offer real-
istic and suitable options for each
of your sponsors, and don't be in
the game of requesting excessive
amounts of money or "in kind"
contributions that will only lead
to refusal or embarrassment.
And, it's not all about the $$$'s.
Attracting businesses to your club
will also attract more bums on
seats, members, etc.
One of the most important
aspects of all this is to ensure
Some of the strongest advice
I can offer is don't just draw up
letters and post out to nearby
businesses. Get up out of the
chair and meet them face to face.
This type of contact is the only
way you will really have any chance
of building strong relationships or
foundations for future alignments.
As part of my regular column,
I attempt to feature just one club
from within NSW, and inform you
of some of the facilities, bowls
events and trivia bits and pieces
relating to that club, and the area
in which it is situated.
This month my "Club of the
Month" is Wisemans Ferry.
Wisemans Ferry is situated some
75km north of Sydney, inland (Jack
Hi) to Gosford.
It's a very popular spot for
visitors as a semi rural historic
The club is 44 years old and
features an excellent grass bowl-
The population of Wisemans
Ferry is a cozy 2500, and the club
tev la ss
-- Continued on page 28
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