best practice sponsorship Archives - Power Sponsorship

8 Must-Have Organisational Traits for Successful Sponsorship Seeking

I’ve spent a bit of time over the past year or so covering the traits you want and don’t want in sponsorship managers, but as important as it is to have the right people in the job, it’s even more important to have the right organisational approach to sponsorship. Below, I’ve listed my take on the eight most critical organisational traits of successful rightsholders. These are the gears that transfer the power of your properties into a compelling sponsorship opportunity. Miss any of them, and hitting financial targets gets more difficult. Senior management with a clue Seeking sponsorship is HARD, and trying to do it when your board or senior management doesn’t understand what’s involved […] Read More

My Top Five Priorities for Sponsorship Selection

This is another total rewrite of a very popular blog from a few years ago, and while the advice from back then still holds, my top five priorities  for sponsorship selection have changed over the years. So, for all of you sponsors still looking for bargains on same-old same-old benefits, for all you sponsors focusing on reach instead of meaning, this is for you. Internal buy-in When you invest in sponsorship, you’re investing in opportunity. It’s what you do with it – the leverage activities you undertake – that will provide you with results. The most efficient and effective way to leverage a sponsorship is to integrate it across activities that are already budgeted. Alternatively, […] Read More

New Videos: Answers to the 20 Sponsorship Questions I Get the Most

Raising the bar for this industry has been one of my biggest goals since I started in this industry decades ago. Between the blogs, books, and speaking engagements, I offer a lot of advice, and really love doing it. This also means that I field a ton of industry questions. (If you want to see what my inbox looks like in a given week, check out this blog!) In the videos below, I’m addressing the twenty questions I get most often. Some are big, overarching questions about sponsorship. Others are tricky little buggers that stymie even seasoned veterans. I’ve broken these down into two parts. The first is primarily for sponsorship seekers, and the second is […] Read More

My Only AU/NZ Sponsorship Workshops for 2017

My AU/NZ workshops have sold out for three years running, and get rave reviews across-the-board. Participants have flown in from across the region, Asia, North America, and the Middle East. So, you could certainly do a lot worse than spending a jam-packed, inspiring, and really fun day or two with me, learning how to make best practice sponsorship work for you. For 2017, I’m offering workshops for both sponsors and sponsorship seekers: Wellington, NZ Sponsorship seekers – 14-15 June 2017 Sponsors – 16 June 2017 Sydney, AU Sponsorship seekers – 19-20 June 2017 Sponsors – 21 June 2017 IMPORTANT: In 2018, I’ll only be doing one set of sponsorship workshops in this region – probably Melbourne – as I’m going […] Read More

Which Generation Sponsorship Seeker Are You?

Around mid-2016, I wrote a similar blog for corporate sponsors, giving them the hallmarks of each generation of sponsorship, how that is affecting their results, and what to do about it. Just like sponsors, a sponsorship seeker’s generation can have a profound effect on how much sponsorship you raise and retain. Your approach will tell a sponsor… If you’re struggling, chances are it’s because your skills or organisational approach aren’t up to date. This isn’t the end of the world, and it’s not actually difficult to shift to best practice. But before you can power up your sponsorship, you are going to need to rewire – how much or how little will depend on which […] Read More

The Most and Least Powerful Sponsorship Benefits

Back when I started in this industry, visibility ruled, and the most powerful thing any sponsor could get was lots of logo exposure, and the bigger the logo, the better. Add a bit of hospitality, an athlete meet-and-greet, and if you were really forward-thinking, maybe a sales promotion, and that was really about as good as it got. I remember it vividly… and cringe. Thankfully, our industry has come a long way from there. Our understanding of how sponsorship works has been revolutionised. The sophistication of sponsors has grown exponentially, particularly since the Global Financial Crisis raised accountability to new heights. And technology and media fragmentation has meant that it is both easier and more […] Read More

Which Generation Corporate Sponsor Are You?

I’ve been doing sponsorship a very long time, and I’ve seen the growth of best practice through four very distinct generations. When we finally got to this generation, Last Generation Sponsorship, it was like a thousand gigawatt light bulb went off over the head of our industry. It was a collective, “Of COURSE that’s what it’s about! What HAVE we been doing before this?!” It’s exciting. It’s amazing. It’s massively creative and fun. But not everyone saw that light. Every day, I meet sponsors who are stuck in one of the previous generations. Sometimes, it’s a lack of skill in frontline sponsorship staff. Other times, the sponsorship or brand manager gets it, but the organisational […] Read More

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 don’t […] 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