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Softball Queensland adapts to be ‘sponsorship ready’ with new partnership approach and opportunities

Softball Queensland adapts to be ‘sponsorship ready’ with new partnership approach and opportunities
May 31, 2021

Softball Queensland has unveiled its new approach to forming sponsorships in response to the ever-changing landscape of community and sports organisations.

With the industry still recovering after COVID-19, it has become more paramount than ever for organisations to encourage participation and demonstrate the value return for business sponsors.

Advising that the organisation’s approach to create partnerships involves understanding business objectives and tailoring a package to suit those needs, Softball Queensland Chief Executive, Ross Symonds explained “a partnership with Softball Queensland is not a request for philanthropy, with sizeable reach and impact a partnership can deliver on commercial, brand and community engagement objectives as well as help us keep Queenslanders fit, active and healthy.

“Softball Queensland is a powerful conduit to thousands of engaged and passionate supporters, players and volunteers across the state.”

Noting that sponsorship partnerships with Softball Queensland were beneficial as it promotes brand image, visibility and awareness, Symonds commented “through these vital partnerships we create a platform for our sponsors to showcase their own work and this delivers traffic to their businesses and websites.

“As well as raising brand awareness, Softball Queensland can offer prospective sponsors opportunities such as co-sponsor networking, community connection and strategies to enhance social media presence through campaigns.”

Softball Queensland and Sponsorship Ready designed the new approach to suit the changing landscape of community sports organisations and create meaningful sponsorship opportunities.

Sponsorship Ready Director Terry Johnston said it can take as little as 90 days to get sponsorship ready which is evident through Softball Queensland’s recent additions to its portfolio.

Johnston stated “we offer clubs, schools and events or in this case a governing body, sponsorship strategies, tools and support so they can take to market their proposition professionally, making sponsorship a sustainable revenue line.

“Softball in Queensland has a story to tell (so) it comes as no surprise to me that Softball Queensland is getting interest in the market now - I have simply helped them tell their story in a way that appeals to sponsors.

“Softball Queensland has some great sponsorship assets that can deliver business objectives.”

As a result of COVID-19 and the lockdown restrictions many sporting organisations and clubs were forced to undergo a temporary closure and are still recovering from an economical downfall.

With less players making their mark on the field, a noticeable decline in sponsorship and membership numbers occurred across the country with the Australian Sports Foundation (ASF) estimating clubs would face up to $1.5 billion in financial losses.

But with grassroot sports organisations now getting back on their feet post-COVID, the need for player participation and encouragement to live a healthy, active lifestyle remains high, Johnston added “COVID has impacted the philanthropic style of sponsorship where there is not too much expected in return.

“Lots of community sporting clubs can verify that but if an organisation is conduit to an audience and they can define their reach and impact then they can monetise through sponsorship.

“Small to medium enterprises through to big brands are looking for novel ways to grow post COVID and the partnership platforms created through sponsorship helps businesses reboot.”

Johnston said it was imperative for organisations to demonstrate how they would deliver business objectives and make a positive impact on people’s lives.

For more information about partnership opportunities, contact Softball Queensland on 07 3391 2447.

Lower image: Softball Queensland Chief Executive Ross Symonds. Credit: Softball Queensland.

Related Articles

1st May 2021 - New report suggests women’s sport delivers better sponsorship outcomes

31st March 2021 - Macarthur FC and Sydney Swans to reject gambling sponsorships

15th March 2021 - Australian Sports Foundation distributes record $43.3 million in 2019/20

22nd February 2021 - Softball Australia updates stakeholders on revolutioniseSPORT transition

17th March 2021 - Deloitte report predicts ongoing growth of women’s sport and its sponsorships

1st October 2020 - Sponsorship valuation experts Turnstile announces restructuring

23rd September 2020 - Qantas ends 30-year Rugby Australia sponsorship deal

18th August 2020 - Softball Australia becomes latest NSO to partner with Belgravia Group

22nd July 2020 - Australian Sports Foundation survey finds Coronavirus has taken $1.5 billion from community sport

20th May 2020 - Global sports sponsorship market predicted to fall by 37% this year

13th May 2020 - FFA set lose $6 million sponsorship with major A-League sponsor Hyundai

4th February 2020 - AIG to end All Blacks sponsorship deal

21st March 2019 - Australian Sports Foundation eases tax time donations process

20th December 2018 - Fox Sports and Softball Australia launch ‘Fully Loaded Softball’

30th August 2018 - Australian Sports Foundation coordinates $44.7 million in donations in last financial year

24th July 2012 - Baseball and softball bodies unite to seek Olympics return


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