With the single sponsor type you are looking to find a single sponsor to come up with a lump sum payment to cover the entire cost of the event and then some. The usual amount asked for is $1,000. For this the sponsor receives the full attention of the crowd and all the benefits that come from associating with your group.
This is true sports marketing. It is very effective and does drive in new business for the sponsor. The positive side of this is that it only takes one sponsor to get behind your group and you are done. The down side is finding a sponsor who will believe they can make more than the $1,000 they put into the sponsorship. The key is believing you have something of value and it will be worth it to the business to sponsor you. The good news is that most businesses will indeed benefit from sponsoring you.
• Multiple Sponsors
With the multiple sponsors plan you would sign up multiple sponsors for your event. One side of the CheerStix would go for the school and the other side would have all of the sponsors' names on it. Each sponsor would contribute $150-$250 each and you would hopefully pull in 5-7 sponsors, maybe more. The best way to do this is to divide your squad or group into pairs and assign them to find a single sponsor each. If your squad has 12 members then you should be able to come up with 6 sponsors averaging $175 each. Some schools have gone as far as to tell the squad members that if they don't come back with a sponsor then they must pay the minimum $150 out of their own pockets. This is usually good enough incentive for the kids to get out there and find sponsors.
This type of sponsorship is very popular. The key to success is to go out to the businesses your members frequently spend money at. There is a bit of arm twisting that goes on. The squad members need to be firm and persistent lightly implying that if the business does not support the squad then maybe they should take their business elsewhere. Done tactfully this can be very, very effective. If the kids are matched up in pairs they can usually come up with at least one sponsor.
• Combination Sponsorship/Direct Sales Program
Many schools have combined the sponsorship and Direct Sales Program by finding a sponsor to pay for the actual cost of the CheerStix, putting the sponsor's logo on one side and then selling the CheerStix for $1.00 or $2.00 a set at the games, It is important to note though that CheerStix with only the school's name and mascot in school colors are perceived to be more valuable and usually sell better.