8 Compatibility Attributes:
- Relationship – Do you have an existing relationship or connection with the sponsor?
- Objectives – Do you fit with the marketing objectives of the sponsor?
- Audience – How closely do you share a common target audience?
- Competition – Does their competition use sponsorship in your area as a marketing tool?
- Attributes – How closely do the attributes of what you have to offer match or compliment that of the sponsor? E.g sophisticated, smart, loud, family orientated, original.
- Geography – Does the sponsor operate in the same geography as you and have marketing objectives targeting the same level? E.g. National, state, region, city, district, suburb.
- Comfort – How comfortable are they using sponsorship as a marketing tool? Do they have a strong sponsorship history?