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Creating, Sustaining, & Leveraging Partnerships in the Tennis Industry
- 1. Creating, Sustaining and Leveraging Partnerships By Tim Bainton
- 3. Partnerships by another name • Network • Consortium • Federation • Advisory Committee • Alliance • Coalition • Affiliates
- 5. Why Partner? •Grow Revenue •Grow Participation •Penetrate New Markets •Establish new channels of distribution •Improve customer retention and service •Capitalize on brand strength
- 6. Partnerships •Two types of partnerships •Can accelerate success •Innovative and cost- effective •No partnership is too big or too small
- 8. Types of Business Partnerships •Examples specific to tennis •Host/Beneficiary •Affinity/Marketing •Partnership Marketing •Brand Affinity
- 10. “It all starts with people”
- 11. People Become… •Supporters •Ambassadors •Patrons •Donors •Investors •Information too name a few…
- 12. Start Small Think Big
- 14. Identify Partners •Who do you want to Partner with? •Importance of shared values •Examples of Blue Chip Partners:
- 17. How to be sustainable • What's in it for you? • What’s in it for them? • Prioritize what is important • Keep an open mind • Prepare for change • Trust as you would your best friend
- 18. Keys to Sustainability 1. Clarify/reaffirm vision & mission 2. Engage community in the partnership 3. Recruit & retain active, diverse partners 4. Develop transformational leaders 5. Market your partnership 6. Constantly evaluate
- 20. Define •Leverage: influence or power used to achieve a desired result
- 22. Case Studies
- 26. Mount Vernon Country Club
- 30. Teamwork Makes the Dream Work!
- 31. Innovative Connections • ORGANIZATION • CTA • NJTL • PROGRAM PROVIDER • LEAGUE • TOURNAMENT DIRECTOR • JTT COORDINATOR • PLAY DAYS • KIDS CLUBS • SOCIAL • YO PRO • TRAININGS • MENTORSHIP • PARK AND RECREATION • PRIVATE CLUBS • COUNTRY CLUBS • SCHOOLS • UNIVERISTYS • PRIVATE ORGANIZATIONS • EVENT MANAGEMENT COMPANIES • USTA
- 32. Blue Chip Partners • USTA • RWLC • WTEF • JTCC • 4 STAR • TAS • LAYC • SAFE • AOA • ATA • ACTIVE ACES • DCPS • CHARTER SCHOOLS • CITI OPEN • SPECIAL OLYMPICS • SENIOR OLYMPICS • KASTLES • OSSE • WALMART • NRPA • EVENTS DC • UNIVERSITIES
- 34. Take Action
- 35. Who will you partner with in 2016? Hint: This conference is a great place to start!
Editor's Notes
- A partnership is an arrangement where parties, known as partners, agree to cooperate to advance their mutual interests. The partners in a partnership may be individuals, businesses, interest-based organizations, schools, governments or combinations organizations may partner together to increase the likelihood of each achieving their mission and to amplify their reach.
- Win win Win lose
- Too name a a few Don’t spend much time on this slide
- Win win, Win lose Team work makes the dreamwork Save time and money Local coffee shop or large sponsorship such as Wilson
- Succesful partnerships are characterized by a genuine win-win relationship which leads to tangible benefits for both parties For example Shared Values-Love of Tennis Shared Objectives-Grow Tennis Shared Resources-More Courts/Opportunities Shared Rewards-Popularity/Health/Champions Shared Processes-We are all on this journey together
- Shared Values-Love of Tennis Shared Objectives-Grow Tennis Shared Resources-More Courts/Opportunities Shared Rewards-Popularity/Health/Champions Shared Processes-We are all on this journey together
- Don’t underestimate anyone when it comes to a potential partnership. I have secured partnerships from everywhere from the boardroom to the carwash Give examples
- Handshakes and smiles Not taking anyone for granted, the CEO is as important as the Valet The more people who want to know what you are doing the more people you can bring in
- Don’t underestimate anyone when it comes to a potential partnership. I have secured partnerships from everywhere from the boardroom to the carwash Give examples
- Smiles and Handshakes Real vs. Fake It all starts with people, clients, members Small business before big business People and Business that believe in you Community Schools Industry Organizations Vendors Non-profit entities Don’t just be in the tennis world
- Extraordinary Partnerships need people who display extraordinary and often selfless habits (not like the guy in the pic) People that are willing too: Take the Hit Step in without being asked Answer the question that is not asked Know when to dial it back Prove they think of others (use quote) Realize when you are in the wrong Give consistently and receive occasionally Value the message by always valuing the messenger. Start with the small and be content
- Common Interests, goals Shared values in this case grow the game of tennis Some are contractual, some are based on a handshake, others are just assumed
- Leverage accelerates success, saves time and opens new opportunities for growth
- Discuss the partnership How it was created- search for a brand that wanted to grow with our company and not just be in the now. Continued relations with key people even when we weren’t in partnership together How it was sustained, shared vision, equal promotion of each others brand. Our side receiving product and in return hitting sales targets How was it leveraged, relationship was used to allow priority use of practice courts at Citi Open to promote
- Private Gain, strategic partnership
- Non Profit, Private partnership with discounted members Doing good, donating and supporting Win Win
- Lacks investment – money and time Penetrate new markets Lacks investment Too much division Barrier to entry Consistency in the product/strength in numbers Ability to brainstorm, second opinions, not too single minded, look to other industries Support system, not isolated in the mission Competition is good but territorial behavior kills growth
- No cost, Desire to help Passion for the cause Nurture, Nurture, Nurture
- Grow tennis participation and popularity through new Partnerships Grow your tennis business through new partnerships both in and outside of the industry. Great Tip: Always be Prospecting “Tennis is an individual sport but growing it takes a Team.”