Sep 23, 2009 at 02:51 PM
written by

Sponsorship is like Sailing

Ever wonder why Christopher Cross' iconic song, Sailing, never mentioned anything about operating costs? The 80's song probably wouldn't have reached #1 had he started reeling off the costs for sails, slugs, slides, shackles and spinnaker socks. Like your local yacht dealer, the person selling you a sponsorship probably can't tell you exactly what you need (and what the cost) will be to make YOUR sponsorship work.

You pay for the opportunity to get on the water, but buying a boat doesn't guarantee you fun. Buying a sponsorship, doesn't guarantee you results, but used (activated) the right way you'll see you're expected ROI (and hopefully have some fun in the process!)

Any boat owner will tell you, you'll have to pay a lot more than the purchase price to make the most of your boat. Like the Maltese Falcon, sponsorships don't come cheap. Where many boat owners go afoul is not in buying the boat, but in incorrectly forecasting the expenses necessary to make the most of their precious new toy. Similarly, the rights fee may be the cheapest and easiest part of the entire sponsorship process. It never hurts to be reminded...

With apologies to Mr. Cross...

Oh, the sponsorship can do miracles,

Just you wait and see...


Sponsorships, like boats, are a depreciating asset. Each day you incorrectly activate you lose value! Don't be afraid to get in the water, just know what you're getting into and how to make the most of it when you do.

photo credit via flickr: rosscrawford1