Sponsorship

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Sponsorship is a great way to raise money for your community radio station. By leveraging your greatest asset - your airtime - you can provide an effective outlet for businesses to get their message across through sponsorship announcements. 

Things you should know:

  • Under the Broadcasting Services Act 1992 (the Act), all community broadcasting licensees are required to comply with obligations set out in the Act, licence conditions and codes of practice. These obligations include conditions around broadcasting advertisements. Certain announcements and promotional material, such as sponsorship announcements, are permitted under the Act.
  • The obligations also include a licence condition that prohibits community radio licensees from broadcasting sponsorship announcements for more than a total of five minutes in any hour of broadcasting.
  • Sponsorship announcements need to be appropriately 'tagged'. A sponsorship tag is a term used to describe the on-air label affixed to material that enables a licensee to acknowledge support in cash or in kind given by a person or an organisation to a licensee or a program provided under the service. A tag must state the name of the person or organisation that has given support in cash or in kind to the licensee or the program.

Below are some handy resources designed to support you in sourcing sponsorship for your station.

Find out how to open the door to sponsorship revenue, when to talk and when to listen, why prospecting is important, how to find the right business for your station, how much to charge, what questions sell and more.

Advertising and marketing in Australia is governed by a co-regulatory system, with regulation in the Australian Consumer Law (ACL), as well as a self-regulatory system administered by representativ

A series of webinars on sponsorship sales, lead by Stephen Pead, as well as a look at sponsorship regulation with the ACMA's Stephen Atkins.

Stations can enter into a range of different partnerships with other organisations.

To complement the licence condition in the Act relating to sponsorship announcements.

Your sponsorship kit can be a prospective sponsor's first introduction to your station and, as they say, first impressions count.

The Australian Communications and Media Authority (ACMA) has developed the Community Broadcasting Sponsorship Guidelines 2008 (the guidelines) to assist licensees with compliance.