Creating, Sustaining and Leveraging PartnershipsBy Tim Bainton

Partnership Defined

Partnerships by another name

• Network

• Consortium

• Federation

• Advisory Committee

• Alliance

• Coalition

• Affiliates

Creating Partnerships

Why Partner?

•Grow Revenue

•Grow Participation

•Penetrate New Markets

•Establish new channels of distribution

• Improve customer retention and service

•Capitalize on brand strength

Partnerships

•Two types of partnerships

•Can accelerate success

• Innovative and cost-effective

•No partnership is too big or too small

Successful Partnerships

•Values

•Objectives

•Resources

•Rewards

•Processes

Types of Business Partnerships

•Examples specific to tennis

•Host/Beneficiary

•Affinity/Marketing

•Partnership Marketing

•Brand Affinity

Continued…

•Alliance

•Strategic Alliance

•Joint Venture

“It all starts with people”

People Become…

•Supporters

•Ambassadors

•Patrons

•Donors

• Investors

• Information too name a few…

Start Small Think Big

Extraordinary Habits

Identify Partners

•Who do you want to Partner with?

• Importance of shared values

•Examples of Blue Chip Partners:

Variety in Partnerships

•Private

•Commercial

•Non-Profit

•Small

•Large

Sustaining Partnership

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

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

Leveraging Partnerships

Define

•Leverage: influence or power used to achieve a desired result

Keys to Leveraging

Case Studies

Wilson Sporting Goods

Van Metre Companies

USTA

http://www.midatlantic.usta.com/About-Us/Partners/

Mount Vernon Country Club

Alternative Paths

http://apts-programs.squarespace.com/sponsor/

APTS

IV Brand

•https://www.ivbrand.com/

Tennis Needs Partnerships

Teamwork Makes the Dream Work!

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

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

The Best Partnerships

Take Action

Who will you partner with in 2016?

Hint: This conference is

a great place to start!