Sponsorship guidelines

The following sponsorship guidelines outline NAB’s guiding principles that must be adhered to at all times when considering new or renewing sponsorship opportunities. A number of mandatory elements and key considerations are also highlighted.

The NAB Group will only pursue sponsorship opportunities that clearly enhance the organisation by delivering the following outcomes:

  • Deliver strong engagement opportunities, enabling the NAB Group to connect with its staff, customers and the community in a meaningful and relevant way that would not be possible without the sponsorship.
  • Positively enhance the NAB brand and reputation by demonstrating core brand values.
  • Provide commercial opportunities to drive business outcomes.

Organisations/activities which will not be considered for sponsorship by the NAB Group include those that:

  • may be construed as discriminatory
  • could be detrimental to public health or safety
  • promote or encourage smoking, alcohol or any substance abuse
  • promote gambling
  • may present a reputation risk
  • support an individual that is not aligned to a wider business objective
  • have an alignment to political or religious groups
  • conflict with any NAB Group key flagship properties, including the AFL, AMF, FFA, Tennis Australia and the Corporate Responsibility partnerships
  • duplicate existing sponsorships or involve financial competitors
  • represent a donation; whereby NAB does not receive contracted benefits in exchange for the funds.

Mandatory requirements

In order to be considered, there are a number of mandatory elements that must be addressed when applying for sponsorship:

  • Clearly demonstrate how the sponsorship aligns to the NAB Group values.
  • Provide a list of the key contractual benefits NAB will receive via the sponsorship.
  • Provide an overview of the organisation’s background, values, purpose, operating methods and detail other supporters.
  • Confirmation that the NAB Group will be the only financial services company associated with the organisation/event/program.
  • Detail how the success of the sponsorship will be measured following key executions/events.

Key considerations

The following questions are indicative of those NAB considers when evaluating sponsorship proposals:

  • Is the activity a once-off or annual?
  • Can NAB staff become involved, and if so, how?
  • Are there opportunities to engage with our customers and/or the community? (ie. via hospitality, entertainment, an event kiosk or activation, general involvement).
  • Are there any commercial opportunities presented via this partnership?
  • Which media partners have been confirmed and what is the expected media exposure?
  • Will there be national exposure as a result of the activity?
  • Does the organisation/event complement our existing sponsor partnerships?
  • What is the reach of the sponsorship—how many people see, attend or are involved?
  • What is the maximum number of sponsors who could be involved and what are the levels/hierarchy?
  • Has any research been undertaken to help define the target market and/or the acceptance of sponsors?
  • Can we leverage the partnership across other companies within the National Group?
  • What is the proposed cost of the proposal and any payment schedule?
  • How will the sponsorship funds provided by NAB predominantly be utilised?
  • How long has the organisation been in operation? What is its history and long-term goals?
  • How will the organisation manage the partnership? Will there be an Account Manager who is answerable for results?