More than a decade ago I worked in the team that reinvented mass-participation running events.
Our work paved the way to more inclusive, in-demand wellness experiences with one flagship event fast becoming the capital’s premier running and fundraising initiative.
And with all that success, it’s easy to forget how challenging it was to start.
Because in the beginning, as all good stories should start, the business case called for a title sponsor - a pioneering, trusted partner willing in large part to underwrite the cost to stage the inaugural event.
Whilst the event sponsorship model was already well established, the risk of an untested event concept and a saturated sponsorship market demanded a unique sponsorship value proposition.
A well-established programme nurtures an advocate audience, a loyal followship and you can be sure of numbers, profiles, personas and matching with sponsors is straight forward.
In contrast, we had to be commercially astute.
More, we had to be visionary, passionate and energised.
In a recent post I wrote Why Strategy Beats Checklists to Win Event Sponsors
It featured a strategic mantra “Secure strong sponsorship relationships by crafting clear, creative offers that align with sponsors’ goals, showcasing mutual benefits, leveraging our networks for warm introductions, and staying persistent with engaging updates.”
At that time, we had no idea of sponsor goals.
We had no idea how to articulate mutual benefits, we had few networks to leverage introductions to warm sponsor prospects.
But we had a clear vision.
Our entire team was aligned and committed to developing an innovative event experience combining a truly unique distance run through the streets of London, an accompanying fitness festival, food, music and culture.
Our belief, our energy was apparent in everything we wrote and spoke about
And in large part, our passion and excitement shaped the event experience, at least on paper. We generated more and more interest; greater numbers of organisations pledged their support and momentum built.
On reflection, when the time came to pitch to potential sponsors, we’d mastered the art of storytelling.
We weren’t polished or rehearsed.
Sponsor pitches wouldn’t play out like an episode of Dragons’ Den
We couldn’t recite forecasts or returns or profitability margins.
We weren’t looking for just the money.
We were seeking a partner.
Commitment to a shared vision and an agreement to combines resources, finances and shared outcomes.
And success came quickly from an unexpected source.
Our title sponsor was not immediately associated with running but now neither was our event concept.
More that our title sponsor valued positivity, courage, innovation, quality, diversity and change.
And all along our event concept shared the same values.
Sometimes it just takes time to see.
If you’ve read this then perhaps you’re already leveraging sponsorship or brand partnerships, maybe not yet? Perhaps you’re hyper-focused on numbers, metrics, evidence and failing to translate the vibrant energy of your event to show value.
Get in touch https://www.tenthousandhours.agency/contact-us and tell us your origin story. Let’s see if we can help.
