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!


Do You Really Need a Sponsorship Policy?

Sponsorship is an exciting, vibrant, creative, and ever-changing industry. We’re lucky to be a part of it. But like all jobs, there are parts that are definitely less sexy than others. Right at the bottom of that list is creating a sponsorship policy. But just because it’s one of the least sexy parts of this job doesn’t mean it’s optional, because whether you’re a sponsor or a sponsorship seeker, a strong policy is like a giant, sponsorship safety net that will make your life and your job much easier. Policy vs strategy You need both a sponsorship strategy and a sponsorship policy. Many organisations on both sides of the equation try to wedge both of […] Read More

5 Warning Signs Your Sponsorship Has Passed Its Use-By Date

Sponsorships get stale. And when they get stale, they don’t work. What was a great sponsorship or an awesome leverage idea several years ago, may be well past prime now, requiring a total overhaul – if it can be saved at all. Below, I’ve outlined some of the biggest warning signs that a sponsorship has passed its use-by date, as well as some strategies you can take to fix or mitigate the negative impact on your results. You’re using last year’s leverage plan as a template for this year’s plan For me, this is one of the biggest red flags. If you find yourself using basically the same leverage plan every year, with maybe a […] Read More

7 Lies Media Tell about Sponsorship

Media is a tough business, and it’s getting tougher every day. With declining revenues and, in so many cases, staff reductions, fewer people are expected to do a good job covering more subjects and more stories. Books and blogs about getting media coverage are always telling marketers to take advantage of their overwork and provide stories that journalists can simply cut-and-paste, making their job easy and making it more likely that the angle you want covered will, in fact, be the angle taken. The problem with all of that is that sponsorship is a sophisticated, nuanced media, and has advanced well beyond being able to encapsulate its impact in some neat, headline-friendly number. It’s about passions, […] Read More

The New Swear Words of Sponsorship: Sponsor Edition

A few months ago, I wrote a blog on The New Swear Words of Sponsorship for sponsorship seekers. Since then, I’ve been in a lot of meetings and training with sponsors, and realised that they have their own swear words – words that are totally counterproductive to getting good sponsorship results, but somehow continue to be in heavy rotation at sponsors around the world. So, in the interests of fairness, here they are. “Seen to be…” “We want to be seen to be giving back to the community.” “We want to be seen to be a friendly, helpful brand.” “We want to be seen to be a big player.” MAN, I hate that phrase! The […] Read More

What Sponsorship Topics Do You Want Me to Blog About in 2015?

We’re now well into 2015, so I’m a bit late with this, but I’d still really like your input as to blog topics for this year. I’d would love if you would let me know what your challenges are or any sticky situations you’d like some help with. I’m happy to write about sponsor, sponsorship seeker, or consultant topics, so don’t hold back! I’m opening the comments (but they are still moderated). A few things to keep in mind: I look forward to your ideas!

The Breaking Bad Guide to Sponsorship Sales

I’ve spent the past few months watching Breaking Bad as I fly around the world. And as I’ve beavered my way through the episodes – currently mid-season four, so no spoilers! – I realised that there are a number of valuable lessons that sponsorship seekers can learn from Walter White. If you’re not a Breaking Bad fan, some of these references may seem a bit obtuse, but the advice stands, so please read on. Be sure your offer is in a league of its own Walter’s meth is the best. Nothing else can touch it for quality, and that’s what you should be aspiring to. Sponsors receive hundreds, sometimes thousands, of proposals every single month. […] Read More