Best of Sponsorship Leverage Resources

Leverage is what sponsors do with a sponsorship, turning it from the opportunity you’ve bought to the results you need. Aimed at corporate sponsors, this is a round-up of some of the most important sponsorship leverage resources on this site.

If you’re interested in reprinting, republishing, or otherwise sharing the resources below, please review the guidelines for republishing.

White papers

Disruptive Sponsorship: Like Disruptive Marketing, Only Better

Last Generation Sponsorship Redux


Video resource

20 Questions with Kim Skildum-Reid – Part 2: Sponsors and General


Recommended sponsorship leverage blogs

Sponsorship Benefits Every Sponsor Should Want

Favourite Sponsorship Leverage Hack: Don’t Sponsor the Property, Sponsor the Fans

Sponsorship Multi-Tools: The Holy Grail for Sponsors

For Outstanding Sponsorship, Minimise Analysis and Focus on Process

How Much Should You Budget for Sponsorship Leverage?

How to Structure a Sponsorship Portfolio

The Most and Least Powerful Sponsorship Benefits

9 Secrets of Amazing Sponsors (infographic)

Why Be a Sponsor?

Sponsorship, Data, and Maximising Brand Results (Infographic)

Sponsorship Leverage Trick: The Aerosmith Technique

It’s Not the Size of the Sponsorship, It’s What You Do with It

Sponsorship Lie #243: We’re Engaged!

Favourite Sponsorship Leverage Trick: The Invisible Brand

New Sponsorship Leverage Trend: Under-Produce

The Captain Kirk Guide to Breaking Sponsorship Rules

How to Do a MacGyver on Your Sponsorships

Sponsors: What If You Could Start Over?

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

The Evil Genius Guide to Ambushing Your Own Sponsorship

How to Create Sponsorship Vision When Your Company Has a Pole Up Its Bum

Five Ways Sponsors Abuse the Privilege

Asking the Wrong Questions: Sponsorship by the Numbers

Is It Ever Okay to Invest in Sponsorship for Defensive Reasons?

The New Swear Words of Sponsorship: Sponsor Edition

Sponsorship and Social Media: Getting It Right

Five Reasons Sponsors Should Consider an Umbrella Portfolio

How to Right-Size Your Sponsorship Leverage Activities

Why “Proud Sponsor Of” Is the Most Worthless Phrase in Sponsorship

Brand Managers Take Heed: Brand Story vs Customer Story

Death to Beige Sponsorship!

Sponsor Speeches: How to Alienate Your Target Market in One Easy Step

How to Make the Most of Athlete or Other Celebrity Appearances

Sponsor Alert: Sponsorship Seekers are Now Stealing Your Leverage Ideas

Pet Peeve #228: Disrespectful Sponsorship

4 Minor Changes that could Create Major Improvements in Your Sponsorship Results

The Myth of “Sponsorship Objectives” and Why Sponsorship is like Sculpture

If You Can’t Explain Sponsorship to Your Grandma, You’ve Got It All Wrong

For Maximum Impact, Forget the Event, Concentrate on the Event Experience



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.


Need more assistance?

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: