I'm in the middle of writing an article about corporate sponsorship for riders and events. I see the need for this type of financial support in every aspect of equestrian sport. I won't get into a lot of detail about it as an industry issue, which it is, and instead will talk with you about it at an individual level. That's where concept becomes reality anyway, so let's get to it.
As a consumer society we really know how to market. We're the best in the world and we take it seriously. Let's use a horse show as an example and see if we can attract some sponsorship funding.
Unless you have a sponsor that will support your show for the love of it you'll want to demonstrate that you know how to run a good event and can deliver eyeballs to their advertising. Knowing how to talk the talk will go a long way, and of course, you'll have to deliver on the other end. Plan to deliver a report after the event as the finishing touch. Depending on the specific circumstances this may be simple to elaborate in detail.
deally you'll have a sponsorship package prepared with levels of participation. Share your promotion campaign details, demographics, photos from previous or similar events and provide copies of any press you've received in the past. Put yourself in the shoes of your sponsor prospects and think of what will be appealing to them. What will build confidence in your event as a good choice for their support.
Once you prepare the sponsorship package you'll have it for the future. You can always add and update, but creating it the first time is so important you'll want to give yourself the time and resources to do it right. Get help if you need it. A sample of a successful package from this or another industry would be a big help.
Think of the best shows you've been to and emulate them to the best of your ability. Professionalism and a little class go a long way and don't cost that much so be sure to polish those two qualities off and trot them out in front.
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