Even I Can't Sell That Sponsorship
I spent ten years finding ways to convince businesses that sponsoring television and digital content made sense. I got pretty good at finding the connection.
A funeral home sponsoring a Community Calendar segment? Absolutely. I once explained to a funeral director that their business was there for the community during some of the best and worst moments of people's lives. Sponsoring a segment that celebrated local events and community connections was a natural extension of that commitment.
A divorce attorney sponsoring a weekly mental and physical health and wellness segment on the morning show? I could make that case, too. Sometimes people need support when life is going well. Other times, they need information, reassurance, and help understanding their next steps. A wellness segment was an opportunity to position the attorney as a resource for people navigating difficult transitions.
Neither pairing was immediately obvious but both had a story that connected the business to the audience and the content. Which got me thinking. After years of building sponsorship packages and finding creative ways to connect advertisers with programming, are there sponsorship pairings that even I couldn't justify?
Challenge accepted.
Eight Sponsorship Pitches I Would Struggle to Make
These are hypothetical sponsorships, but the businesses and events are entirely plausible. And yes, I'm going to attempt to resist the urge to sell them.
1. A divorce attorney sponsoring a bridal fashion show
“Before you say yes to the dress, let's discuss your options if things don't work out.”
Nope. Not the emotional association we're looking for.
2. A pest control company sponsoring a butterfly conservatory exhibit
“We eliminate unwanted insects. Except these. These are lovely.”
Um. Perhaps we should revisit the messaging.
3. A weight-loss clinic sponsoring a county fair pie-eating contest
“Congratulations on eating twelve pies! Have you considered our weight-management program?”
I'm not sure the contestants will appreciate that conversation while they're collecting their prizes.
4. A car insurance company sponsoring a demolition derby
“We encourage safe driving. Please enjoy watching everyone deliberately crash.”
Actually, wait. I could probably make that one work. There's a whole conversation to be had about what not to do behind the wheel.
Let's try something harder.
5. A sleep clinic sponsoring an overnight gaming tournament
“Getting enough sleep is essential. Good luck staying awake until sunrise!”
Maybe we could call it an educational demonstration of what happens when you don't get enough sleep?
See? I'm doing it again.
6. A bankruptcy attorney sponsoring a luxury shopping festival
“Shop until you drop! And if you drop financially, here's our number.”
I suspect the participating retailers might have some concerns about that message.
7. A marriage counselor sponsoring a reality dating show's reunion episode
“Tonight's screaming match is brought to you by healthy communication.”
On second thought, perhaps this is exactly the audience that could benefit from a few communication tips.
8. A hearing aid company sponsoring a heavy metal music festival
“Enjoy the concert! We'll be here when your ears stop ringing.”
Although, if we repositioned the sponsorship around hearing protection and long-term hearing health...
Oh, come on.
The Story Behind the Strategy
The funny thing is that even while writing these examples, I kept trying to figure out how to make some of them work. That's what years of sponsorship marketing will do to you and sometimes, that creative instinct is valuable.
A funeral home doesn't need to sponsor a segment about funerals. A divorce attorney doesn't need to advertise exclusively alongside content about divorce. Businesses serve people with complicated lives, and the right sponsorship can create a connection that isn't immediately obvious.
There's a difference between finding a meaningful connection and inventing one because someone has a budget. A good sponsorship story helps the audience understand why a brand belongs. It gives the advertiser a credible role in the experience and offers something useful, entertaining, or relevant to the people participating. A bad one requires a sales pitch so elaborate that everyone forgets what was being sponsored in the first place.
Sometimes the smartest thing you can say is, “I don't think this is the right opportunity for your business.” And sometimes, you just need to admit that a butterfly conservatory probably isn't the ideal place to promote pest extermination.
I started this exercise hoping to find eight sponsorships I couldn't justify. Unfortunately, I've already figured out how to pitch three of them. Apparently, ten years in broadcast promotions is a difficult habit to break.
Your turn: What's the most ridiculous business and sponsorship pairing you can imagine?
Bonus points if you can come up with one I genuinely can't spin into a sales pitch.
