ABT
Sponsorship Program Development for America's National Ballet Company

The Approach

American Ballet Theatre (ABT), one of the world’s premier ballet companies, engaged Building3 to create a comprehensive sponsorship offering to support their strategic partnership goals.  With limited internal resources, ABT sought support to translate the key components of their offering into a scalable suite of opportunities for brand partners. Building3’s approach started with mapping internal needs, gaps, and opportunities across sponsorship, marketing, events, and education, then building a foundational strategy, toolset, and sales resources to support sponsorship growth at scale.

The Strategy

We analyzed the ABT brand and programming, along with past sponsorship engagements to identify the best positioning and messaging for the numerous and varied partnership opportunities that exist.  This included data and analytics on audience numbers and demographics, social media following, and brand values to create alignment opportunities with future partners.  Then we consolidated our findings into a sponsorship presentation and iteratively expanded the presentation in conjunction with the ABT sponsorship team.  We also created a sponsorship tracker to provide an organizational tool that gives visibility into all opportunities and allows the sponsorship team to easily communicate across the organization, increasing efficiency and collaboration.

The Results

We streamlined ABT’s sponsorship efforts by creating a master sponsorship deck,  consolidating partnership opportunities across digital content packages, performance and post-performance event packages, gala sponsorship, and a custom experience opportunity, setting pricing levels and incorporating key data and analytics to attract value-aligned brand partners.  To support the internal partnership team, we created a series of brand-specific proposals, a custom CRM opportunity tracker, and sponsor templates to ensure future deals could be generated efficiently and consistently—empowering ABT’s small team to execute their goals.