OKC identified over $300,000 in sponsorship inventory, including package- pricing for combining sponsorships in both markets. Indeed, four of the existing fifteen-plus sponsorship deals are dual facility agreements.
Naming rights to each of SoccerCity's regulation fields (five at $25,000) and junior fields (two at $18,000) are valuable sponsorship opportunities. Naming rights to one field have already been sold, and several other offers are being considered.
Other sponsorship opportunities for SoccerCity include new scoreboards for the OKC facility. The general managers have identified several construction projects to have sponsored, including a multi-purpose room with mezzanine overlook in the OKC facility, as well as a large outdoor patio for parties. Both facilities offer three levels of sponsorship, as well as specific partnerships with restaurants and service providers, that focus on signage, web-based advertising,
participation in special events, and on-site promotions that offer samples, coupons and even employee recruitment. Partnerships may include use of the facility during downtime for employee training or corporate events.
The program's success comes from a professional approach that outlines the benefits of sponsorship, but also from experience with individual sponsors helping identify common customers and goals. It takes a lot of time and energy. The development process alone took about three months for SoccerCity Tulsa. When the OKC facility was added, the program had to be retooled to incorporate individual facility sponsorships and combined facility sponsorships.
As the facility websites showcase more sponsors, as more creative
signage is put in place, and as cross- promotional relationships begin to gel, potential sponsors are talking, sales are gaining traction, and money is coming into both facilities.
SoccerCity's is just one success story that has resulted from USIndoor's sponsorship program. In the next issue of GO Indoor, we will look at how three other facilities in three completely different parts of the country are faring with their new sponsorship campaigns that were developed using the USIndoor model. To discuss your current sponsorship program, send an e-mail to marketing@ usindoor.com. Look for details at USIndoor's 12th Annual Facility Operators Conference regarding a sponsorship training program specific to USIndoor member facilities.
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