The average USA
Swimming family
household income
is $125,000
Source: 2014 State of the Competitive & Fitness Swimming Industry Report; Sports Marketing Surveys commissioned by USA Swimming
Business Development Manager
@gbwoessner
GERI WOESSNER • USA SWIMMING
Where’s The Beef?
What are my sponsorship assets worth?
Asset Development
STEP 1: Inventory your Assets
STEP 2: Estimate the Exposure
STEP 3: Assign Value
STEP 4: Develop Packages
Be Creative!
Quality Over Quantity
Who Are We?
• Attractive demographic
• Active parent/family involvement
• Loyal to partners
• Leaders and influencers in their peer groups
• Lead healthy lifestyles
• Travel regularly
• Environmentally aware
WHO ARE YOU?
STEP 1: Inventory Your Assets
What do you have to offer?
Asset Inventory
Assets:
On-site banner Mailing list PA announcements
Scoreboard sign Social Media support Promotional giveaway
Website ad Event entitlement Webcast
Sampling Learn-to-Swim program E-Newsletter ad
Logo on swim cap Traveling sign Team Party HQ
Team t-shirt ad VIP Seating section New Member scholarship
Heat Sheet ads Volunteer program Event booth space
STEP 2: Estimate the Exposure
How many people can you reach?
Asset Inventory
Assets: Impressions:
On-site Banner How many eyeballs? 10,000
Scoreboard sign How many eyeballs? 100,000
Website ad How many website visitors? 10,000
Sampling / Couponing How many hands? 500
Team T-shirt Ad How many eyeballs? 5,000
Logo on Swim Cap How many eyeballs? 10,000
STEP 3: Assign Value
What’s it worth?
Value, NOT Price
“X” Factors
• Attractive demographic of the swimming household
• Loyalty of USA Swimming families
• Brand association with USA Swimming and how you tie-in
to national campaigns
• Track and report the return on investment of the sponsor’s
investment – pictures, surveys, coupons
SWIMMERS ARE WORTH MORE
Numbers Give You Knowledge
Assets: Impressions: Value:
On-site banner 10,000 x $0.10/view $1,000
Scoreboard sign 100,000 x $0.05/view $5,000
Website ad 10,000 x $0.025/view $250
Sampling / Couponing 500 x $1.00/hand $500
Team T-shirt Ad 5,000 x $0.10/view $500
Logo on Swim Cap 10,000 x $0.25/view $5,000
STEP 4: Develop Packages
Make it easy!
Sponsor Packages
Bronze: $1,000 Silver: $2,500 Gold: $5,000
Webpage ad Webpage ad Webpage ad
Team T-shirt Team T-Shirt Team t-shirt
Heat Sheet ad Heat Sheet Ad
Sampling Opportunity Sampling opportunity
On-Site Banner
Gold Package Upgrades:
• Logo on Team Swim Cap
• Event entitlement
• Scoreboard sign
STEP 1: Inventory your Assets
STEP 2: Estimate the Exposure
STEP 3: Assign Value
STEP 4: Develop Packages
STEP 5: Sell, Sell, Sell!
RECAP
Thank You!
Geri Woessner
Business Development Manager
USA Swimming
@gbwoessner
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