Corporate Sponsorship - Melbourne City Football Club - Case Study Example

Corporate Sponsorship Proposal Name Institution Date To the manager, Westpac Banking Corporation, Sydney Australia. Form Melbourne City Football Club Melbourne, Australia RE: CORPORATE SPONSORSHIP The Melbourne City Football club is proud to tender its corporate sponsorship proposal to your company. The purpose of this corporate proposal is to secure funding for the participation our top teams in the Hyundai A-league. Our time has qualified to play in the Hyundai A-League in the next season of 2016/17. The Melbourne City Football club is a reputable club in Melbourne and the Whole Australia. The club is committed to promoting the passion for sport while developing the necessary techniques and skills. The club is proud to have very strong national teams despite the fact that it was formed in 2009. With less than 10 years in existence the club boasts of nine national teams such as the Socceroos, Westfield Matildas among others. We are also privileged to be playing in the Hyundai A-league, Westfield W-leagues, Foxtel national Youth League, the PlayStation 4 national premier league, Westfield Football Federation Australia cup among others. We have maintained good on pitch performance all through. In the preparation of the team and the actual participation in the match comes with a financial cost. The players will need playing kitties; the coach will have to be paid and other people who will be involved in the whole season. We have a budget of approximately $100 000 and we hope that you will partner with us to make this season a success. We believe that we shall give your company a platform to grow through our business networks. We enjoy good connections with the local community, grassroots football clubs and organisations, charity organisations, fans and their families and our other partners. As a club we understand that your continued support will be depended on our performance and our ability to meet your cited key performance criteria. It is against this background that we have unique strategies of engagements that are tailor made and specific to your business and strategy. Attached please find our proposal document with all the necessary information. We look forward to hearing from you soon. If you need any further information kindly keep in touch through the provided contacts. Yours Sincerely, Manager Melbourne City Football Club Executive Summary This document contains our corporate sponsorship proposal for our participation in the upcoming Hyundai A-League season in October 2016 to May 2017. Our football club has grown and earned a reputation not just in Melbourne but throughout the country with our participation in the A-League where we were able for the first time to reach semi-finals in the 2015/2016. The team that participated in the Hyundai A-league managed to reach semi-finals after entering the Finals series on the back of a fifth-place finish on the ladder at the conclusion of the regular season. Once again the team has qualified for the next season and that’s why we write to seek your support in preparing the team and facilitate its matches in the next season. Our aim is to nurture and develop talents of the young people in Melbourne and beyond, and make football as fun as possible. The club enjoys a good reputation with the community around as well as the business world. We hope that our partnership will enable you to connect with our fans, parents, teachers and our neighbouring community and our other partners as well. This corporate proposal includes our mission, vision, targets, activities and budget. The available sponsorship options and their respective benefits will also be explained accordingly. Therefore if you agree to sponsor the said activity, attend our functions, speak at our events or meetings, then you will kindly fill an attached form. We therefore look forward to working with you as contribute to our success and that of the Melbourne community at large. Overview of the Melbourne City Football Club Melbourne city football club is one of the professional football clubs in Australia based in Victoria. The club is based at the City Football academy which is a home for our headquarters and the centre for our operations in the Asia pacific region. The City Football Academy features two elite youth teams’ pitches, advanced training pitches or our premier team, dedicated community pitches, world class medical and sport science facilities and enough office space. The club boasts of a state of the art stadium which is a rival to the world best in becoming a world class event and sports administration complex. The club was founded in 2009 as Melbourne Heart football club but was later rebranded in 2014 by the City Football group in partnership with Holding M.S Australia. The club competes in the A-League which is the Australian premier completion under the licence from the Football Federation Australia. The club has teams that have qualified and taken part in the following competitions. The Hyundai A-League, Westfield W-League, Foxtel national Youth League, PlayStation 4 national premier League, the Westfield Football Federation Cup, Foxtel A-League All Stars and the F-League. Our aim is to identify and nurture skills and techniques for a broad based community team that celebrates and accommodates cultural diversity while promoting passion or sports through football. The club has tirelessly worked to develop Australia best talents. Some of the clubs players have had a chance to move from the Hyundai A-League to New castle. AZ Alkmaar, the Turkish super league and other top leagues in Asia. Since 2014 the Football club has had steady performance on the pitch at the premier level. It has been known to enjoy sustained on field success especially in the 2015/16 season. The team was dubbed as the most prolific team in the league. In summary, the club has a good reputation on and off the pitch, competitive, social and well organised. Overview of the Event The Hyundai A-league will start in October 2016 to May 2017. The preparations for our team will take place on our Park stadium in Melbourne. The same applies to all friendly matches that we have made arrangements for. Our team will be camping at our facility which houses our headquarters. When we officially start the matches in October then we shall follow the calendar of the league organisers which will in many cases require that we play outside our stadium. The season will include several matches throughput the season. At the same time our club has its calendar of events that will go a long way in promoting your business. The Target Audience We have a variety of target groups which will include our members, professional players, their families, schools, football clubs at the grassroots level, community organisations and our other cooperate partners. We also have our staff and the local community. As a club we enjoy good networks within and without the locality. We also target the business community which has been our greatest pillar in terms of support in Melbourne and beyond. Media Support This being a national football premier league, there will be a lot of publicity about the league in both the print and electronic media. As a club we will hold press releases and advertisements in the local dailies, our website, social medial platforms and community. The football matches will be aired on local, national and international television Channels such as super sport. Already we have media houses booking interviews with us. They are already reporting about our preparations to participate in the league. Going by our past record, then we can surely tell that the club will have a good coverage in the media. Rationale We have chosen to approach your company because we share the desire to succeed and contribute to the progress of young people. Given our good reputation in Melbourne and beyond, we would like to be associated with a company of similar stature. We believe that we shall mutually benefit from our partnership. This is because both our club and company are perceived as being young, vibrant, change and development oriented and have a focus of nurturing young people for the future. Financial Cost of Premier League Players Affiliation to the government body for insurance such as the Football Federation Australia and the contribution to the running of the sport in the country The coaches that train them need to be paid The pitch where the training takes place has to be maintained They need playing kit; both home and away They require transportation because as they play they will traveling more openly to the venues Sponsorship Benefits The Melbourne City FC community is not just limited to its professional players but with their families, our fans, the local community and other football partnerships we have forged over time. Therefore your name will be associated with a great community and other networks. As a club we look forward to working with you so that we can mutually benefit from each other. Some of the benefits we have in store for you are as follows; Our club is well connected to the Australian business community and we still continue to develop more business networks. Therefore you will be able to get an invite to our numerous business events that we hold so as to facilitate business dealings from within our business networks Again the level of loyalty and passion that our fans have for the Hyundai A-league will allow your company to engage with our fans that have a genuine connection with our club The Melbourne City FC is community oriented. We are committed to programs in schools, grassroots football clubs and other charity organisations who are our partners. We believe our engagements with the community will earn you clients. We encourage our players to engage with the local community through this programs. We will promote your business through our internal and external communications such a newsletters, social media, print and electronic media releases and our website. Promotion at the club events such as the annual general meeting, schools and clubs clinics which are football coaching programs for children and other important events You will be recognised in the whole Australia for working with such a national and reputable club that plays in the premier league We will grant you a chance to give out prizes at specific events There will be a chance for promotional launch You will get exposure through our regular press releases in the local and international media You will have a chance to promote your products to our players, members and their families Promotion through naming rights on the club or teams such as having your name on our players playing kitty, , our website and other channels of communication You will get publicity at the league matches through on field players apparel, stadium signet or match day promotional activity and hence you will reach the fans and families of other teams You will also be able to get publicity and our other social events, meetings and function. Actually our club has a busy calendar full of many events other than football matches Sponsorship opportunities The Melbourne City Football club if offering three kind of sponsorship opportunities The Gold Package $ 10 000 The benefits are as follows The logo of your company will appear on our players t-shirts throughout the season The company name will be mentioned in all media advertisement whether print or electronic and the social media Your company will be recognised and you will get a link on a website Three Invitations to our matches throughout the season You will get naming rights for the team or club Advertisement in the tournament series program Silver Package $5 000 The benefits are as follows Your company will feature on our sponsorship page on our website You will be given a chance to put your banner on the side of the pitch during matches Two invitations to two major events of the club Opportunity to give promotional materials during our major events An opportunity to market to our players and other partners twice through our mailing list The Bronze Package $ 1 500 The benefits are as follows Your company’s name will be mentioned in our quarterly media releases A click through advertisement on the clubs website Attend one of our major events Benefits Benefits to the Sponsor You will be associated with a strong and reputable club in Melbourne and Australia as a whole Associated with an international sport and the premier league level You will be able to contribute to the growth and development of football talents and passion in our country You will get to be recognition at local and national levels You will get a chance to give significant contribution to our players, the community and government’s agenda of promoting sport development You will get a marketing and promotional chance throughout the season Benefits to Melbourne City Football Club We shall get links to the corporate world Value addition to the existing programs and events Have a chance to create other partnerships in the corporate world through your company Benefits to the local Community and the Nation It will lead to the development of clubs and social cohesion Will help in nurturing and bringing to reality the dreams of the young people It will strengthen football clubs in Melbourne and beyond Help the youth engage in productive sport hence limiting social problems that comes as a result of frustrated dreams Implementation 1. Get the sponsorship from your company 2. Drafting of terms of agreement which will include the time scales, promotional responsibilities and funding. 3. The season starts 4. Reporting and evaluation on a periodic basis Sponsorship Agreement Date of Acceptance ______/_____/2016 Between (Company) And the Melbourne City Football Club Level of Sponsorship _____________________________________________________________ (Gold, Silver and Bronze) Terms of Agreement The sponsee agrees to grant the following sponsorship rights The sponsor agrees to provide----------------------------- in cash/Cheque to Melbourne FC The corporate partnership will be for the period-------------------------- until--------------------------- It is agreed that at the time of renegotiation, the sponsor will automatically invite the sponsor to renegotiate the agreement In the event that a dispute arises between the parties and the parties cannot resolve, the parties agree to forward the matter to an independent arbitrator appointed by mutual agreement Where one party is unable to carry out its obligations under this agreement due to circumstances beyond its control or which it could have not prevented, these obligations will be suspended as those circumstances continue, provided the party is notified The terms and conditions of this agreement shall not be disclosed to a third party The rights of either parties of this agreement are not transferable The two parties shall use ach other logo in good faith and in such a manner to promote goodwill and reputation Authorising person------------------------------------------- Signature ------------------------------------------------------ Date ------------------------------------------------------------- Sponsor details Company Details _____________________________________________________________________ Contact Person ________________________________________________________________________ Address ________________________________________________________________________________ Email Address _________________________________________________________________________ Phone Address _________________________________________________________________________ References Stotlar, D.K. (2000). Developing Successful Sport Sponsorship Plans. Fitness Information Technology Inc.: Morgantown, West Virginia. Stotlar, D.K. (2001). Developing Successful Sport Marketing Plans. Fitness Information Technology Inc.: Morgantown, West Virginia Read More