Playwright and author, Uncle Ebo Whyte has outlined 10 things that creative people should consider when applying for sponsorship from any corporate entity.

During his keynote address at Joy FM’s Showbiz Roundtable held on July 29, 2023 at the Labadi Beach Hotel, he advised creatives not to always ask for money, over-deliver on their terms, massage the egos of their sponsors, among others.

(1) Don’t always ask for money: Uncle Ebo Whyte intimated event organisers are always looking for money when it comes to sponsorship but things don’t usually work like that in the corporate world.

“Don’t always ask for money. Unfortunately, too many event organizers are always asking for money. There are brands and companies that will want to support your event but may not have money but they may have products. They may have services. So for instance, a hotel may not be able to give you money but may be able to give you space. A hotel may be able to give you some refreshment or rooms. So don’t always look for money,” he said.

(2) Deliver on the terms of the contract: He added that most people ignore the terms of the contract after getting the sponsorship. According to him, when that happens, they shut the door at other brands who would want to to seek sponsorship from the same firms in future. 

(3) Learn to massage the ego of your sponsor: The Roverman Production boss said that it is incumbent on organisers of events or content creators to always make the sponsors feel good. 

“Don’t ignore them. Don’t treat them as if they are beggars,” he said.

He advised against speaking ill about the sponsors and promoting a competing brand at the event.

(4) Research the company: Knowing what the company seeks and what they stand for is paramount in reaching out for sponsorship. Uncle Ebo Whyte indicated that it is useful to know the company's audience and objectives before approaching them to grant your request.

He highlighted that some companies’ niche may change over time so research is needed to know their state of affairs at every point in time.

(5) Develop a relationship with your potential sponsors: "You must understand that once a company sponsors you, you have become a part of their brand," he noted while speaking at 'Showbiz Roundtable.'

He said that once a company sponsors an event or content, they cannot say anything bad about the sponsors, even when they go wrong.

"Always have a pre-event and pre-production meeting with your event. Let them feel part of the event so they know where they fit. 

Also have a review session with the sponsors," he further stated.

(6) Think like the sponsor: One thing Uncle Ebo Whyte also mentioned at the event was the need for the event organiser to put him/herself in the shoes of sponsor. He said it is prudent for them to think about what is important to that person, what they seek and what their mandate is. 

(7) Be proactive: Proffering innovative ways of winning the hearts of sponsors, the renowned playwright said sometime it is also better go to the company and suggest events that can help promote their initiatives.

(8) Don’t write any company off when they turn you down: Encouraging people whose proposals may have been shot down by certain corporate bodies, Uncle Ebo Whyte said the fact that they may have been turned today does not mean they should not try their luck another time.

"Remember that a 'no' today may be a 'yes' tomorrow," he stated.

Stressing this, he noted that companies' objectives may change and personnel may also change, making it possible for a deal that was once rejected to be reconsidered later.

(9) Don’t burn bridges: He also advised creative entrepreneurs not to turn their back to any sponsor because they may need them again.

"What has been the case is that most of the executives may find themselves in a different company. They are very mobile," he added. 

(10) Deliver more than promised: Lastly, he admonished the audience to let the sponsor feel that they had more than they signed up for, mentioning that every company needs a platform to position its brand, so once a relationship is established the creative should do well to let them have value for their investment.

https://www.youtube.com/watch?v=_2Rd1HnDA4M

‘Showbiz Roundtable’ is a Joy FM event comprising an assembly of creative arts people, held periodically to address thought leadership conversations. 

The third edition, themed ‘securing sponsorship for events and creative content’, had panel members like Baba Sadiq - Founder : Regina Ofori, Brand Director and Consummate Marketer, 3Music TV & WILDALAND Fest, Latif Abubakar - Playwright & CEO of Globe productions, Ivan Quashiga - Film Maker, Creative Director &  Founder of Farmhouse Productions and Kobina Atta-Bedu, Procurement Expert And Management Consultant. 

The Deputy Minister of Tourism, Arts and Culture, Mark Okraku Mantey was the guest speaker for the 3rd edition.

The keynote speakers were playwright and author Uncle Ebo Whyte and Bright Ladzekpo, CEO at PH Media Ghana Ltd. 

The third edition of the programme was moderated by the host of ‘Showbiz A-Z’, Kwame Dadzie, Joy News’ Noella Kharyne Yalley as MC. 

‘Showbiz Roundtable’ was powered by Showbiz A-Z and supported by Joy Entertainment. 

https://www.youtube.com/watch?v=bNphTl7WmdM