Thirdly, The Renault sponsorship was at least $1.5m over 3 years and was announced in the news media on March 5, 2013 following the conclusion of the Australian international cricket season calendar, more than 2 weeks before the start of the AFL season, and almost 4 weeks prior to our first H&A game. One of the major benefits a sponsor obtains from sponsorship is brand exposure. As others have pointed out the timing of announcing a new sponsor is calculated to maximize this initial exposure. With this in mind the Renault sponsorship could hardly be considered being "done late" and WAS most certainly utilized "best practice" to maximize sponsor exposure.....
Another example was Energy Australia as confirmed by
Lockhart Road at this post 2 weeks ago.
https://www.bigfooty.com/forum/threads/new-sponsor.1177071/page-55#post-53935239
Correct. The EA deal was signed prior to Xmas 2013 and officially announced on Chinese New Year’s Day at end January 2014.
These days, though, we have a different state of affairs. The Club is now in a position to test the market’s opinion on a higher value for joint major sponsorship of PAFC. This, logically, takes its time, provided the process is being fully and seriously observed, and our China asset which is far more developed than it was in 2013-2014 is being properly laid on the table for assessment.......
The overwhelming majority of the value a company will get for being a joint major sponsor is from the brand awareness and exposure on Free TV and Pay TV when we play our games from Rd 1. The club would say X million people viewed us on TV last year giving you exposure of Y no. of hours branding on TV and that is worth $Z as part of the deal. And it would be worth over 90% of the deal.
How many games do we play in November, December, January and February to be part of that TV brand exposure and value to the sponsor? F**K ALL.
If you negotiate a $1 million a year deal with a 5% escalation each year and bonuses for winning finals and flags, the company signing the deal is not going to say - look the press announcement is on 10th March and we want an proportion discount for the period 1st November to 10th March so we are only going to pay $1 mil x 236/365 in the first year. They are going to be on the jumper on TV in Rd 1 so they will pay the full million as its overwhelmingly the biggest component of the deal.