Sponsorship is complex. There are a lot of moving parts. But there’s no reason you can’t be among the best sponsors in the world.
First, you need to understand the basics of best practice sponsorship, and the big trends driving bigger results. From there, you need specific skills for all of the critical steps for successful sponsorship. The resources listed below are the must-reads, for you to write your own roadmap for exceptional sponsorship results. And if you need more help, my details are at the bottom.
If you’re interested in reprinting, republishing, or otherwise distributing the resources below, please review the guidelines for republishing.
Last Generation Sponsorship Redux – The basic framework for best practice sponsorship, why it works, and how to make it work for you
Disruptive Sponsorship: Like Disruptive Marketing, Only Better – The cutting edge trends driving modern sponsorship results
Sponsorship Guidelines template – An external document for telling rightsholders what you need
Corporate Sponsorship Masterclass – Comprehensive, on-demand online training for sponsors
Sponsorship Ask-Me-Anything video series
How do we keep from getting lost in a sea of sponsorship clutter?
Do sponsors need to spend 2-to-1 for sponsorship leverage?
What is best practice for defining sponsorship objectives?
How do I manage sponsorship when the rightsholder is clueless?
The One Critical Skill Most Sponsorship Professionals Lack
The Best Sponsorship is Process-Driven Sponsorship
Sponsors’ Guide to Avoiding Mediocrity
Sponsorship in a Recession: A Sponsor’s Guide
Most Important Post-COVID Sponsorship Strategies for Sponsors
A Sponsor’s Guide to Getting Buy-In (and Why It’s Crucial to Great Sponsorship)
Do You Really Need a Sponsorship Policy?
Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation
4 Minor Changes That Could Create Major Improvements in Your Sponsorship Results
5 Bad Habits Sponsors Need to Leave Behind
Using Sponsorship to Support DEI and ESG Initiatives (and Not Just Pay Lip Service)
How to Hire a Corporate Sponsorship Consultant
Four Other Reasons You Might Need a Sponsorship Consultant
Why I’m Not the Right Sponsorship Consultant for You
Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation
5 Things Your Sponsorship Consultant Won’t Tell You
My Top Five Priorities for Sponsorship Selection
The Most and Least Powerful Sponsorship Benefits
Sponsorship Benefits Every Sponsor Should Want
Can’t Keep Up? 3 Ways to Better Manage Sponsorship Proposal Assessment
Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]
Sponsorship Multi-Tools: The Holy Grail for Sponsors
Valuing Contra vs Cash Sponsorship
6 Critical Strategies for Sponsorship Negotiation
Favourite Sponsorship Leverage Hack: Don’t Sponsor the Property, Sponsor the Fans
How Much Should You Budget for Sponsorship Leverage?
Sponsorship and Emerging/Improving Technology: The Rules of Engagement
Why Sponsorship Leverage is Like Boxing
What Esports Fans Can Teach Brands about Sponsorship
Why Using Sponsorship for Data Acquisition is a Bad Idea
Sponsorship, Data, and Maximising Brand Returns [Infographic]
How to Right-Size Your Sponsorship Leverage Activities
How to Structure a Sponsorship Portfolio
Five Reasons Sponsors Should Consider an Umbrella Sponsorship Portfolio
How to Create a “Balanced” Sponsorship Portfolio
How to Manage Regional Sponsorship Management
Should Your Community Sponsorships Be Managed Separately from Other Sponsorships?
Sponsors: What If You Could Start Over?
Sponsorship Measurement: How to Measure What’s Important
Should We Bother Measuring Sponsorship Awareness or Exposure at All?
The Dos and Don’ts of Sponsorship Research
The Enemy of Effective Sponsorship Measurement
Sponsors: 4 Renewal Strategies for Reinventing Your Sponsorship
If you need additional help, you can find more on the services I provide below. You’re also welcome to drop me a line to discuss: