This would be the first and crucial question. There is no quick answer, let alone an easy one. Our needs as a brand can be multiple: knowledge and recognition, sales promotion, launches, market expansion, line extension…

On the other hand, there are always limitations: budgetary, ethical, temporal, social…

And for a long time, not so long, online, virtual and real alternatives.

The wealth of possibilities and options is limitless for the better because it multiplies and favors our strategic creativity and for the worse, because it demands a refined process of analysis and complex decision-making.

There are no magic solutions, except dangerous intuition or, worse, the all-too-common whim of the boss, to select or discard a sponsorship process. Yes, there is a disciplined path that can be very sophisticated and meticulous to find answers. As the best is the enemy of the good, we opt here for the simplest and most practical of the models; one that we can do individually, although it is best to approach it as a team effort.

Steps to Decide Why to Do a Brand Sponsorship

The following steps will help you answer that first question resoundingly: Sponsorship for what?

1º Identification of our priority objective.

Sponsorship, being a marketing tool of proven efficiency, does not work for everything or everyone. It’s not a question of presence but of return on investment. Therefore, our first response must be an articulated and precise reasoning of what specific problems of my brand I can help to solve, in what time frame and with what type of return: economic? emotional? social?…

2º Identification of our target

Logically, depending on our objective as a brand (point nº 1) our target will vary. We can’t have multiple goals unless we have a big budget. So, by refining the objective, we will be much better able to outline who we want to reach. And here we are talking about demographic profiles but, even more so, psychographic ones. Yes, the latter is a word that hides a great difficulty: knowing in depth the emotions (and hobbies) of our target audience. Qualification is more important here than quantification. The who and the how.

3º Brand positioning and personality

This might well have been the first or second point. But it is in third place here because it is very possible, not certain, that depending on the objectives and the target we set ourselves, we will need to adjust or refine positioning and personality to enter previously unexplored territories of sponsorship. Especially when it comes to peripheral values and brand character traits.

4. Sponsorship options and budget. Or, the other way around.

This depends to a large extent on the three points mentioned, but it is also very true that the available budget imposes limitations. If we have defined the above well, we will begin to know the sponsorship territories that we can step into. Also the type of activity (online, virtual or real). It’s very good and helps to decongest the process, create scenarios in which we might be interested. We already know that there are countless alternatives, so it is good to start outlining them. But it’s still better to try to visualize creative options, even unsuspected ones.

5. Filtering and prioritization of options.

A simple chart where we can cross-reference our brand objectives with target audiences, brand positioning and budget will help us quickly and efficiently to prioritize the alternative, viable sponsorship territories. It’s not a matter of making decisions yet, it’s a simple way to reach first conclusions, to put on paper if we’re on the right track.

Sponsor Planner Staircase



Ignacio Ochoa

CEO at Branward®

Author of the book “Planeta Marca”

Photos: Shutterstock