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: ls386@le.ac.uk

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)

ls386@le.ac.uk 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 - ls386@le.ac.uk .

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

teamleicester@le.ac.uk 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

ls386@le.ac.uk

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 ls386@le.ac.uk

Gifts

Charitable donations, departments, individuals, governing bodies, embassies.

All gifts must be declared and authorised

Please contact ls386@le.ac.uk for gifts being paid into your account

Conclusion

Book a one-to-one meeting:

ls386@le.ac.uk

If you are concerned about your sponsor contact ls386@le.ac.uk