40+ Corporate Sponsorship Resources for CMOs (Updated)
Let’s face it, Chief Marketing Officers don’t really need to be experts at sponsorship. If you’re a CMO, though, you do need to know at least the basics, so that you can lead a team that will make the most of this powerful medium. Here are a few resources that will help. It’s probably an hour of reading, maybe 90 minutes – but the questions you’ll ask of your team after you spend that time could make a huge difference in your results and the accountability of your sponsorship program.
If you like any of these, I encourage you to share them on Twitter, LinkedIn, Facebook, or whatever social media you prefer. Let’s spread the word (and thank you)!!
What Every CMO Needs to Know about Sponsorship
Last Generation Sponsorship – Downloaded over 850,000 times!
Which Generation Corporate Sponsor Are You?
5 Things Your Sponsorship Consultant Won’t Tell You
8 Ways to Ensure Your Sponsorship Portfolio Underperforms
8 Traits of a Great Corporate Sponsorship Manager
The Most and Least Powerful Sponsorship Benefits
How to Create Sponsorship Vision When Your Company Has a Pole Up Its Bum
9 Secrets of Amazing Sponsors (infographic)
Dear Fans, Companies Think You’re Stupid
Does Sponsorship Affect Share Price?
What is the Role of a Corporate Sponsorship Manager?
Anatomy of a Corporate Sponsorship Manager (infographic)
How to Hire a Corporate Sponsorship Consultant
For Outstanding Sponsorship, Minimise Analysis and Focus on Process
Can’t Keep Up? 3 Ways to Better Manage Sponsorship Proposal Assessment
Olympic Sponsorship Analysis – Part 8: The Fallout and the Recovery
Favourite Sponsorship Leverage Trick: The Invisible Brand
If You Can’t Explain Sponsorship to Your Grandma, You’ve Got It All Wrong
Corporate Sponsorship SAQ (Should-Ask Questions)
For Maximum Impact, Forget the Event, Concentrate on the Event Experience
How Much Should You Budget for Sponsorship Leverage?
Sponsorship Measurement: How to Measure what’s Important
How to Structure a Sponsorship Portfolio
Five Reasons Sponsors Should Consider an Umbrella Portfolio
It’s Not the Size of the Sponsorship, It’s What You Do with It
Why “Proud Sponsor Of” Is the Most Worthless Phrase in Sponsorship
K.I.S.S. – Keep It Simple, Sponsors
Is It a Good Idea to Sponsor Something Historic?
11 Sponsorship Mantras to Keep Your Team on Track
Is Naming Rights Sponsorship Worth the Money?
Five Ways Sponsors Abuse the Privilege
The Enemy of Effective Sponsorship Measurement
Sponsors: What If You Could Start Over?
11 Good Reasons to Exit a Sponsorship (and 5 Bad Ones)
4 Minor Changes that could Create Major Improvements in Your Sponsorship Results
Asking the Wrong Questions: Sponsorship by the Numbers
The Myth of Corporate Social Responsibility
Sponsorship Measurement: Attributing Sales to Sponsorship
Sponsorship Politics: How to Mange Regional Management
How Not to be Ambushed
The Myth of “Sponsorship Objectives” and Why Sponsorship is like Sculpture
Think an Online Form Will Make Sponsorship Selection Easier? Think Again!
The Corporate Sponsorship Toolkit
This is my new book for corporate and government sponsors, and anyone who wants to understand that side of the business. Forewords by industry heavy-hitters, JW Cannon and Rob Fleming. Available in paperback, Kindle, and on iTunes.
Sponsorship Measurement Basics in About 10 Minutes
I bet you’ll never measure sponsorship the same after seeing this.
Power Sponsorship assistance
If you need assistance getting your leverage program up to scratch, getting internal buy-in, or measurement, I can help! Drop me a line on firstname.lastname@example.org to discuss:
I’m in Australia, but work with clients on six continents. I look forward to hearing from you!
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