Welcome to Power Sponsorship!

I’m Kim Skildum-Reid and I’m a corporate sponsorship strategist, trainer, speaker, and author. I truly love best practice sponsorship, and helping my clients and the industry get the most from this amazing marketing medium is my mission.

This website is overflowing with resources for industry professionals, so have a good look around. You’ll also find plenty of information on what my team and I can do for your brand or organisation – consulting, training, strategy sessions, coaching, and more – and the results you can expect to achieve. I look forward to hearing from you!

 

Fighting the Wrong Fight: Corporate Ego vs Sponsorship Strategy

I’m on a plane, flying into a speaking gig in Minnesota. Just before getting on the plane, someone sent me a tweet referencing a stoush between the Minnesota Vikings and Wells Fargo, principal tenant of two nearby office towers. US Bank is naming rights sponsor of the new stadium and there is an agreement in place limiting the types of signage that Wells Fargo can put on the buildings. This hasn’t stopped them wanting to have offices in the building, so that would appear to be the end of that. Except that it isn’t. In addition to several 18m long, illuminated logos at the top of the 17-storey buildings, which are already allowed as part […] Read More

How to Get Internal Buy-In for a Diamond-in-the-Rough Sponsorship

We’ve all been there. You’ve got a proposal for a sponsorship with “potential”, but you know getting it over the line will be next to impossible. Maybe there’s a ton of relevance for your target market, but the property is new and untried. Maybe you can think of a million great angles for leverage, but the property isn’t super-sexy. Or maybe your company just has a fixed idea of what a “major sponsorship” looks like. Some sponsorship opportunities are amazing, with the value absolutely apparent to anyone who sees the proposal. But there are also many diamonds-in-the-rough that could do amazing things for your brand, if you can get the buy in. What you […] Read More

The Minefield of Selling Major Sponsorship to a CEO

I was recently forwarded a link to a video showcasing how Chelsea Football Club went about replacing their principal partner. The link was accompanied by the message, “I bet this will make you sick.” He wasn’t wrong. I will say that Chelsea FC was successful in gaining a new principal sponsor in Yokohama, and well done to them. I don’t know if this approach was used on Yokohama or not, but either way, I wish them both a long and fruitful relationship. That said, there are still some serious issues raised around this approach, and those issues are exacerbated by the decision to publicise it. Before I make my case, you should probably have a look: […] Read More

Sponsorship and Social Media: Getting It Right

A question I get a lot is why I don’t address specific how-tos on using social media with sponsorship – some kind of step-by-step formula for social media success. The answer to that is pretty simple: There is no formula. It’s not about a formula. We all know how social media works; people follow you, you provide compelling content and interesting experiences, those followers engage. It’s a very powerful tool for leveraging sponsorship, and sponsorship is a very powerful tool to foster that engagement. HOW you engage with sponsorship, however, isn’t something that can be done using a formula, no matter who tells you otherwise. If you know how best practice sponsorship works, social media […] Read More

6 Ways Sponsors Can Be Jerks, Without Even Knowing

This blog is for all the sponsors out there. And no, I don’t think you’re a bunch of jerks. Not at all. But there are some things that a lot sponsors do that unintentionally cause more strife for sponsorship seekers than is really necessary. Below is a list, as well as some suggestions for how you can achieve your own goals efficiently while keeping your sponsorship karma intact. Beating around the bush I know you don’t want to disappoint people, but it really isn’t helping a sponsee if you’re indirect. Don’t imply there’s a glimmer of hope, if there’s not. If the answer is “no”, just say “No”. Don’t tell a prospective sponsee that all […] Read More

The Zero Guilt Trip Guide to Raising More Cultural Sponsorship

I came across an article entitled, “Sponsorship is Dead! Long Live Corporate Cultural Responsibility” a couple of months ago. It’s a massive disservice to cultural sponsorship, and it irritated me that much that it’s taken me until now to compose myself enough to blog about it. According to this article, cultural sponsorship is about “publicity, the over-simplistic marketing principle that underlies any sponsorship agreement”, which it’s 100% not. It then goes on to contend that the sponsorship market is shrinking, which it’s also not. Then there’s this bit about how if companies support something that is trustworthy (the arts), people will see the company as more trustworthy. Given that image transfer – the idea that an […] Read More