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.
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.
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?