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Sponsorship Guidelines
Contents
What is sponsorship?
Approaching and attracting a potential sponsor
Sponsor restrictions
The proposal pack
Discussing contracts
The contract
The Students’ Union sponsorship contract template
Keeping good relations
Further support and advice regarding sponsorship contracts
Cascade funding
Crowd funding platform
Gifts
Conclusion
What is sponsorship?
“A commercial partnership between two parties with different interests who come together to
support a particular activity.”
Sponsorship will help build a sustainable fund for your fundraising accounts and is a great way to
finance some of the activities or events that your group is involved in. Sponsorship can also offer
products and services, such as discounts on products or even free goods. Companies may also offer
skill exchanges, employability workshops and mentoring as forms of sponsorship.
Sponsorship opportunities can vary, and might include:
Sponsoring the whole group
Any publications that you may produce
Publicity information
Clothing (t-shirts, hoodies, sports kit)
Equipment or resources
Receiving discounts on services or products
Events (debates, balls, training, competitions, tours)
Competitions (get companies to donate prizes)
Transport costs
Websites
Remember to be creative, innovative and enterprising - use your sponsorship deals to add value!
Approaching and Attracting a Potential Sponsor
The first steps:
Write a cover letter introducing yourself and your group
Devise a brief of what you are looking for by writing a sponsorship proposal
There are two main things that will essentially form the core of your proposal
What the sponsor can do to support your group
What you can do for the sponsor
This will determine and dictate the terms of the agreement.
Any company, large or small, can be a potential sponsor. Try to approach sponsors that are suitable
for your club or society and that would have a true invested interest in supporting your activities.
The more companies you approach, and the more targeted the proposal will need to be. Ensure that
you research these companies before hand to enable you to know what kind of sponsorship you
would like. Financial sponsorship is good but companies can also offer services and products that
could also be beneficial. Any company your group reaches an agreement with will affect the
reputation of your group. This includes ethical implications of sponsors so make sure it’s right for the
Union.
Please note: There may also be some restrictions when dealing with organisations that already
sponsor the Students' Union. The Union has agreements with larger sponsors in place that sponsor
Union bodies.
If you have any queries or are unsure if your sponsor is suitable, please contact the Activities
Development Coordinator, Lyndsey Spiers: [email protected]
Sponsor restrictions
The following outlines the restrictions we have on sponsorship providers:
Accommodation providers (because we have a pre-existing arrangement with SULets)
Taxi providers (because we have a pre-existing arrangement with Swift Fox)
Pizza companies (this effects on campus only i.e. Dominos has exclusive access to the
campus but if groups want to set up an individual contract with a company off campus e.g.
getting discount at their restaurant, that is acceptable)
Gym providers (due to our own facilities)
Fur traders
Gambling companies
Gentleman’s establishments
The proposal pack
Introduction
An introduction to the University and the Students Union
About your Society
This is a real opportunity to sell yourselves and tell them why you can offer them something unique.
A nice personal touch is to add photos or publications sharing your successes or highlighting your
strengths.
Think about including:
Society size
Demographics (year groups, gender, ethnicity)
Degree backgrounds
Inter university exposure if you could work with another society
Prestige/reputation of the society
Also how your society supports:
Diversity
CSR and supporting social inclusion
How would a sponsor enhance what you are currently doing? Will it help you develop and
build your membership? Will it pay for running costs? Will it pay for an event?
Sponsorship Opportunities
Give them a brief overview of what you can offer. Do not promise them something you cannot
deliver. Especially at the stage!!! Sponsorship opportunities are usually a partnership, so inviting
them in for a meeting will enable you to work with them to ensure you are meeting their needs.
Usually in the proposal it is not ideal to ask for an amount of cash. This can be off putting and it is
better to talk to you potential sponsor to see what they are looking for and negotiate face to face.
Breakdown or Group Running costs
If you are seeking funding it is useful to give a breakdown of your running costs, development plans,
event plans (show this by showing the costs as a percentage) this will give the sponsor an
understanding of where their sponsorship will be used.
Contact Information and meeting request
Include your contact details as well as a 2nd point of contact in case you are not available. Potential
sponsors shouldn’t be chasing you for a meeting as this could damage your opportunities with them.
Follow your letter up with a phone call. This is to engage whether they have received it and to see if
they are interested. Please bear in mind there may be budget restrictions so try not to be pushy. If
you have a negative response ask the organisation if they would be interested in the future so you
can establish a sponsorship database.
Set up a meeting and discuss what you can offer and what obligations you and the sponsor want to
deliver.
Once you have determined the outcomes of your proposal you will need to outline these in a
Students’ Union contract. DO NOT RELY ON A VERBAL AGREEMENT.
Discussing contracts
If you've got this far, congratulations! Once a company have agreed to sponsor you, you will need to
have a written contract outlining the agreement – again – DO NOT RELY ON A VERBAL AGREEMENT.
The template can be found on the membership website. You must use this template in all instances
unless agreed by the Union.
Common mistakes include agreeing to a contract one year from date of signature and offering
printing on all society clothing (beware this can sometimes very costly, so it’s better to work out the
costs of this before agreeing)
The contract
The contract should include the following:
Full contact details (including an address) for both parties
Obligations of both parties
The sponsorship amount.
A start and end date- This can only be for your current academic year
Cancellation and termination agreements
A renewal option for next year
All contracts must be checked and approved by Lyndsey Spiers (Activities Development Coordinator)
[email protected] before being sent to your sponsor to sign.
We will check to:
Ensure you are getting a good deal
Ensure it doesn’t conflict with any other SU contracts
Consider societies as a whole/sponsor
Any exclusivity with certain companies (e.g. graduate recruiters)
Ensure it doesn’t conflict with any of the SU’s morals and values (suggests addition)
Once checked. The Union will authorise and sign the contract. You will then receive the signed
contract for you and your sponsor to sign. Once signed, make three copies and these must be given
to the following:
Finance - To invoice your sponsor
Your Sponsor
And keep a copy for your society or club records.
The Students’ Union sponsorship contract template
This template has been created to assure that all clubs and societies take a consistent approach
when making agreements with sponsors. This type of written agreement is vital to ensure that the
expectations of both parties are clear and concise. You will not be protected by the Students’ Union
without a written contract.
All fields in BOLD BLUE text will need to be filled in. All remaining blue text is explanatory to help you
write your agreement or to notify you of common issues, these notes can be deleted from the
document before signing.
You contract must be sent to the Students’ Union to be checked and authorised. Please send
electronically to Lyndsey Spiers, Activities Development Coordinator - [email protected] .
Sponsorship agreement between
the University of Leicester Students’ Union STUDENT GROUP NAME
and SPONSOR NAME.
1. Definitions
For the purposes of the agreement:
1.1 The University of Leicester Students’ Union STUDENT GROUP NAME, The University of
Leicester Students’ Union, Percy Gee Building, University Road, Leicester LE1 7RH is
described as the STUDENT GROUP NAME
1.2. SPONSOR NAME, ADDRESS 1, ADDRESS 2, ADDRESS 3, ADDRESS 4, EMAIL ADDRESS,
TELEPHONE NUMBER (TO INCLUDE A CONTACT NUMBER FOR ACCOUNTS DEPT) is
described as SPONSOR NAME ABBREVIATION
2. Duration of Agreement
This agreement will last for one academic year only from 28th September 2015 to 24th June 2016.
3. Acceptance of this agreement
3.1 Upon signing this agreement, SPONSOR NAME are bound by The SU terms and conditions
(attached).
3.2 Failure to comply with the Terms and Conditions of the Students’ Union will result in
termination of this contract.
3.3. Unauthorised publicity on campus is prohibited. This includes the
employment of Student Brand Managers and distribution channels outside the SU’s control.
Unauthorised publicity will result in immediate termination of this agreement.
4. Obligations
4.1 The STUDENT GROUP NAME obligations
The STUDENT GROUP NAME will provide the following:
(NB. Your obligations should summarise all of the activities you have agreed to provide for the
sponsor. The points below are examples of the types of activities you may have agreed with a
sponsor, please add, delete or amend as appropriate.
Only agree to provide the things that you can deliver and update your sponsor as and when you
complete each activity. For on-going activities give sponsors regular updates anyway, this will assist
in building relationships and will make sponsors more inclined to support your club/society in the
future)
4.1.1 Include SPONSOR NAME logo on all student group committee clothing purchased after the
signing of this contract
(NB. Be careful in offering sponsors a place on your clothing as this can be an expensive endeavour.
Furthermore Team Leicester clothing have regulations about what can be put where, please contact
[email protected] for more information)
4.1.2 Include SPONSOR NAME logo and link on all email correspondence
4.1.3 Include SPONSOR NAME logo on all tickets sold for student group end of year ball.
4.1.4
4.1.5
4.1.6
4.2. SPONSOR NAME Obligations
SPONSOR NAME agrees to:
(NB. Sponsors obligations should summarise all of the resources they have agreed to provide your
club/society. The points below are examples of the types of support that you may have agreed with
a sponsor, please add, delete or amend as appropriate.
Ensure that this section is accurate. It will assist you when invoicing sponsors as it provides a written
confirmation as to what has been agreed. Be sure to refer back to your sponsor’s obligations
throughout the year, sponsorship agreements are two-way agreements and as such your
club/society should ensure that sponsors deliver what has been agreed)
4.2.1 Provide the STUDENT GROUP NAME with all promotional materials required for the
promotions set out in these terms and conditions upon the request of the SU, and to the
required specifications.
4.2.2 Pay the STUDENT GROUP NAME a fee of £INSERT FIGURE no later than 30 days from the
date of invoice. (Ensure that during negotiations you ascertain whether sponsorship fees are
inclusive of VAT. The SU advises to negotiate a full payment term with the sponsor to ensure
that all monies are received.)
4.2.3 Be available for consultation should the STUDENT GROUP NAME require further information during the term of this contract.
4.2.4 4.2.5 4.2.6
Signatures
For and on behalf of The STUDENT GROUP NAME
Signature …………………………………………………………………………………………..
Name ………………………………………………………………………………………………….
Position ………………………………………………………………………………………………
Date …………………………………………………………………………………………………..
For and on behalf of The University of Leicester Students’ Union
(NB. This contract is NOT valid until it has been signed off by the Students’ Union.
Lyndsey Spiers, Activities Development Coordinator
Please ensure that you send the first draft to be checked before your sponsor signs.)
Signature …………………………………………………………………………………………..
Name ………………………………………………………………………………………………….
Position ………………………………………………………………………………………………
Date …………………………………………………………………………………………………..
For and on behalf of SPONSOR NAME
Signature …………………………………………………………………………………………..
Name ………………………………………………………………………………………………….
Position ………………………………………………………………………………………………
Date …………………………………………………………………………………………………..
The University of Leicester Students’ Union Terms and Conditions
Generalities
As a students’ union, The University of Leicester Students’ Union has policies that do not allow the promotion of certain products, services and companies. Please note that your proposal / booking may need to be passed and approved by the students union executive committee before a go ahead is given.
We reserve the right to refuse to distribute any material we deem unsuitable. Our decision is final.
A media booking does not constitute an endorsement by the students union, and any promotional material should not suggest such support.
If you are unsure about your promotion please send any copy, designs and/or an outline of your promotion to STUDENT GROUP CONTACT (EMAIL ADDRESS)
Any queries concerning the order must be received within 5 working days from the date of invoice.
Payment
Payment must be made within 30 days of invoice
Payment may be made in advance with your order by debit/credit card, cash or cheque made payable to the University of Leicester Students' Union.
BACS payment must be supported by an official purchase order.
Cancellations
All cancellations must be in writing to STUDENT GROUP NAME at Union Activities, Student Hub, University of Leicester Students’ Union, First floor Percy Gee building, University of Leicester, LE1 7RH
Cancellations made more than 30 days prior to the 1st publication or event/agreement date – 50% of agreed fee is chargeable
Cancellations made more than 15 days prior to the 1st publication or event/agreement date – 75% of agreed fee is chargeable
Cancellations made more than 7 days prior to the 1st publication or event/agreement date – 90% of agreed fee is chargeable
Liability
In the event that for any reason The University of Leicester Students’ Union shall cancel all or any part of the publication or event or to be unable to perform their obligation under this agreement the liability of The University of Leicester Students’ Union shall be limited to the
refund of any payments made by the client / sponsor to the Students’ Union under this agreement.
No client / sponsor may take or receive monies by cheque, cash, debit or credit card or otherwise from any visitor on the day unless previously agreed by The University of Leicester Students’ Union.
Any information collected by client / sponsor may only be used for that sponsor and may not be passed to or sold to any third parties. Clients / sponsors must comply with the Data Protection Act in relation to any data collected or obtained during events.
Clients / sponsors are responsible at all times for the safety and security of their property. The University of Leicester Students’ Union cannot be held responsible for any matters outside our control.
Any client / sponsor planning on giving away food or drink must inform The University of Leicester Students’ Union prior to the event; if permitted, the client / sponsor must provide evidence of compliance with relevant health and safety legislation and insurance. Sale of food or drink is not permitted.
All clients / sponsors must adhere to all The University of Leicester Students’ Union’s policies at all times. Public sensitivity should be considered before the distribution of promotional material. Any violation of The University of Leicester Students’ Union policies could result in you being asked to leave.
Our decision is final. Failure to comply with these terms will result in your eviction from the events without reimbursement.
Inserts, leaflets and posters
The University of Leicester Students’ Union takes no responsibility for the printing of any inserts, leaflets and posters.
Marketing communications should contain nothing that is likely to cause serious or widespread offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance will be judged on the context, medium, audience, product and prevailing standards of decency.
Indemnity
You shall indemnify us against loss, actions, costs, claims, demands, expenses and liabilities whatsoever (if any) which may incur either in common law or by statute in respect of personal injury to, or death of, any person, or in respect of any loss or destruction of or damage to property (other than as a result of any default or neglect of ourselves or of any person for whom we are responsible) which shall have occurred in connection with any work executed by you under this contract.
Keeping good relations
It is important to maintain a good relationship with a sponsor to increase the chances that they will
want to work with you or other SU groups in the future.
There are many ways you could do this by;
Informing them of any progress or successes of the group
Informing them of any changes made to the group
Inviting them to events
Sending them brief termly reports of activities
Sending them photos of activities and events
Inviting them to any press opportunities
Sending them copies of anything containing their logo (this may be stipulated in your
contract)
Informing them of any big University events
Answering any communication from them promptly
Pass on any information on the contract to your successors when you handover
Making sure you deliver what you have promised!
Further support and advice regarding sponsorship
Please book in a meeting with Lyndsey Spiers to discuss;
Covering letters and proposals
Contracts and obligations
Sponsors and managing relationships
Any concerns you have about your sponsor
Please email [email protected]
Gifts
Charitable donations, departments, individuals, governing bodies, embassies.
All gifts must be declared and authorised
Please contact [email protected] for gifts being paid into your account
Conclusion
Book a one-to-one meeting:
If you are concerned about your sponsor contact [email protected]