Creating, Sustaining, & Leveraging Partnerships in the Tennis Industry
Transcript of Creating, Sustaining, & Leveraging Partnerships in the Tennis Industry
Creating, Sustaining and Leveraging PartnershipsBy Tim Bainton
Partnership Defined
Partnerships by another name
• Network
• Consortium
• Federation
• Advisory Committee
• Alliance
• Coalition
• Affiliates
Creating Partnerships
Why Partner?
•Grow Revenue
•Grow Participation
•Penetrate New Markets
•Establish new channels of distribution
• Improve customer retention and service
•Capitalize on brand strength
Partnerships
•Two types of partnerships
•Can accelerate success
• Innovative and cost-effective
•No partnership is too big or too small
Successful Partnerships
•Values
•Objectives
•Resources
•Rewards
•Processes
Types of Business Partnerships
•Examples specific to tennis
•Host/Beneficiary
•Affinity/Marketing
•Partnership Marketing
•Brand Affinity
Continued…
•Alliance
•Strategic Alliance
•Joint Venture
“It all starts with people”
People Become…
•Supporters
•Ambassadors
•Patrons
•Donors
• Investors
• Information too name a few…
Start Small Think Big
Extraordinary Habits
Identify Partners
•Who do you want to Partner with?
• Importance of shared values
•Examples of Blue Chip Partners:
Variety in Partnerships
•Private
•Commercial
•Non-Profit
•Small
•Large
Sustaining Partnership
How to be sustainable
• What's in it for you?
• What’s in it for them?
• Prioritize what is important
• Keep an open mind
• Prepare for change
• Trust as you would your best friend
Keys to Sustainability
1. Clarify/reaffirm vision & mission
2. Engage community in the partnership
3. Recruit & retain active, diverse partners
4. Develop transformational leaders
5. Market your partnership
6. Constantly evaluate
Leveraging Partnerships
Define
•Leverage: influence or power used to achieve a desired result
Keys to Leveraging
Case Studies
Wilson Sporting Goods
Van Metre Companies
USTA
http://www.midatlantic.usta.com/About-Us/Partners/
Mount Vernon Country Club
Alternative Paths
http://apts-programs.squarespace.com/sponsor/
APTS
Tennis Needs Partnerships
Teamwork Makes the Dream Work!
Innovative Connections
• ORGANIZATION
• CTA
• NJTL
• PROGRAM PROVIDER
• LEAGUE
• TOURNAMENT DIRECTOR
• JTT COORDINATOR
• PLAY DAYS
• KIDS CLUBS
• SOCIAL
• YO PRO
• TRAININGS
• MENTORSHIP
• PARK AND RECREATION
• PRIVATE CLUBS
• COUNTRY CLUBS
• SCHOOLS
• UNIVERISTYS
• PRIVATE ORGANIZATIONS
• EVENT MANAGEMENT COMPANIES
• USTA
Blue Chip Partners
• USTA
• RWLC
• WTEF
• JTCC
• 4 STAR
• TAS
• LAYC
• SAFE
• AOA
• ATA
• ACTIVE ACES
• DCPS
• CHARTER SCHOOLS
• CITI OPEN
• SPECIAL OLYMPICS
• SENIOR OLYMPICS
• KASTLES
• OSSE
• WALMART
• NRPA
• EVENTS DC
• UNIVERSITIES
The Best Partnerships
Take Action
Who will you partner with in 2016?
Hint: This conference is
a great place to start!