best practice sponsorship Archives - Power Sponsorship

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

And the Winner for the Best Sponsorship Training in the World Is…

Okay, so there’s no award for best sponsorship training. But my AU/NZ workshops have sold out for three years running, and they do get rave reviews across-the-board, plus participants fly 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 Workshops offered Short overviews of both workshops are below. […] 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

Can’t Keep Up? 5 Ways to Simplify Sponsorship Servicing

Back when I started in this business, sponsor servicing was almost non-existent. Properties (usually) delivered the benefits, then the next time a sponsor would hear from them was when the renewal request came through. Then, there was a long period when sponsor servicing was primarily about kissing the arse of your key contact. All it required was some VIP invites, a meet-and-greet with someone famous, and a few long lunches and everyone was happy. Until you tried to renew and there was someone new in the role. Thankfully, a lot has changed, and sponsees have realised that after-sale servicing is a critical factor for… Ensuring the sponsor gets a great result from the sponsorship Ensuring the […] Read More

The Captain Kirk Guide to Breaking Sponsorship Rules

I can admit it: I’m a nerd. I love science fiction, hate JarJar Binks, and have stood in my back garden with my daughter, waving at the International Space Station as it’s flown overhead on dozens of occasions. So, when I thought of writing a blog about breaking sponsorship’s rules, for me, there could be no better parallel than Captain Kirk and the Kobayashi Maru. For the uninitiated, this is a test given to prospective Starfleet captains. It involves rescuing the neutronic fuel carrier, Kobayashi Maru, from the Klingon neutral zone. It’s made to be unwinnable, and yet Kirk beat the test. How? He broke the rules and changed the game. Winning in sponsorship isn’t […] Read More