Getting the Most Out of Local Sponsorships

Become a Sponsor

Every dealer I know wants to be involved in his or her local community. Many of them do this by sponsoring youth sports leagues, after-school activities, church programs, charity events and more. If a nonprofit is running a local event, it probably has a car dealership as a sponsor. The car dealership gets to be recognized as a community sponsor but gets little in return beyond that. What if I told you that these sponsorships could get you something very, very valuable in return for your sponsorship?

Google’s entire 90 billion dollar business is based on a breakthrough that Google founders Larry Page and Sergey Brin had while studying at Stanford. They determined that the best indicator of a high-quality website would be the number and quality of outside links to that website. The entire Google search engine was based on this link ranking system. Over time, Google has added more than 200 other factors in the Google Search algorithm, but links to a website are still considered the most important ranking factor.

Here’s What We Recommend

The next time you agree to a sponsorship, ask for the sponsored to place a link to your site on their site. This link on their site will come at no cost to the charity but will benefit your site’s organic ranking directly. Many of these charities or events already have a Sponsors page on their website. Your link should be there!


About the author

John Paul Strong: For someone who spends an average of 135 days outside of the office meeting with clients, John Paul Strong remains the driving force behind his Birmingham-based advertising agency, Strong Automotive Merchandising. Strong began his career as a fresh-faced account executive at Martin Advertising. Learning much, but never satisfied, he convinced his father to partner with him in reopening their own advertising agency in 2004, catering exclusively to the automotive industry. The company started strong but humble. The original roster of 10 employees and eight clients has exploded today, growing to 100 full-time employees and more than 220 automotive dealers. And it hasn’t gone without notice. Along the way, Strong Automotive Merchandising has been recognized as a perennial winner in Birmingham’s Best Places to Work contest and as a Top 20 Agency among Google’s National Ad Partners. Yet, Strong still finds time to share what he’s learned along the way. As an avid writer, he has published two books in the Next Day Traffic series, along with more than 1,000 automotive-focused blog posts. He is also a member of the Texas Auto Writers Association, and his success has been recognized in the Birmingham Business Journal’s 2013 “Top 40 Under 40” feature and the 2017 CEO Awards. The foundation for Strong’s career began at the University of Montevallo where he earned a bachelor’s degree in communication studies and advanced public speaking. Always staying ahead of the competition, Strong later went on to study in Harvard Business School’s Executive Education Program. Amid all of his endeavors, Strong always makes time for what matters most – his family. He is a proud husband to Amy, and father to Lilly Grace, Anne Charlotte, Hudson, and Ford.


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