How to Package & Price Your Football Campaigns

by Julie Foley Second Street

Assembling a Football Sponsorship Package

You’re running football promotions and interactive content because they complement what you already do, be it a football-themed print section or a weekly round-up broadcast. Leverage the power of these existing initiatives to promote your football engagement campaigns by placing ads in your traditional media.

While some of your revenue comes from traditional media with these types of campaigns, remember to take full advantage of your digital assets, like those listed here:

  • Online run-of-site ads
  • Homepage flippers or rotating billboards
  • Dropdown & peelaway ads
  • Expanding pencils
  • Video pre-roll ads
  • Posts to social media channels like Facebook & Twitter

While all digital assets drive digital conversions, perhaps the most valuable digital asset in your arsenal is email. Email is the #1 driver of digital conversions, so it is a tool that you should be using often and well. If you already have a promotional email list, that’s where you should start. if you don’t, start building one by including an email opt-in on the registration pages of your football campaigns.

In addition to the traditional and digital assets discussed above, you can also promote your football campaigns by getting your talent involved. Sportswriters, announcers, DJs, or sportscasters can give your promotions star quality if you make them VIP pickers or the face of the game, like the Atlanta Journal-Constitution did when they named their college football pick’em “Sack Schultz” after football sportswriter Jeff Schultz. You can charge for their involvement by having them promote through mentions in their articles or broadcasts.

Pricing a Football Sponsorship Package

Once you have identified all of the elements that you will be including in your sponsorship package, it’s time to put a price on it. The best way to figure out what to charge for the package as a whole is to price each element individually and then add it all up to determine the overall value.

Need some inspiration? Here’s a sample package for a football pick’em being run by a mid-size market TV station:

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Once you have prepared your sponsorship packages and identified a list of advertisers to target, you need to walk in and start selling. If you’re ready to nail your next sales call, download The Seller’s Guide – it’s complete with suggestions for survey questions, opt-ins, and much more to maximize this opportunity for your advertisers.

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