Introducing Last Generation Sponsorship Redux

It’s been 18 years, and almost a million downloads, since I first wrote “Last Generation Sponsorship”. I’ve done minor updates and tweaks, over the years, but never a full overhaul… until now. Let me introduce you to “Last Generation Sponsorship Redux”. The basic framework of sponsorship has remained the same,… 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 – 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… Read More


How Much Should You Budget for Sponsorship Leverage?

This is a big rewrite of one of my most popular blogs for sponsors. It’s actually the second full rewrite, since I first wrote it years ago. Why? Because how much to budget for sponsorship leverage is a perennial question. And the thing is, that’s not the right question. I… Read More


The Zero Guilt Trip Guide to Raising More Cultural Sponsorship

A few years ago, I came across an article entitled, “Sponsorship is Dead! Long Live Corporate Cultural Responsibility”. This article is a massive disservice to cultural sponsorship, and it irritated me that much that it took me a few months to compose myself enough to blog about it. It’s now… Read More


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

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “Our event is smallish and local, but we really need sponsorship. How do we get big sponsors interested?” “Our music festival is great, but it’s just one day. Sponsors… Read More


Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]

How complicated can sponsorship proposal assessment be? I mean, you just look at the back page for the price, and if you don’t fall off your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number… Read More


How Do You Sell Sponsorship to an Old-School Sponsor?

The sophistication level of sponsors increased dramatically in the aftermath of the global recession of 2007-2008, as sponsors had to deal with a new level of accountability. The pandemic has led to another huge increase in sophistication, as sponsors clear the dead wood from their budgets, and increase their focus… Read More


Sponsorship Benefits Every Sponsor Should Want

Sponsorship is an amazingly creative medium. Unfortunately, most sponsors still lack the imagination to really harness it. Either that or they are so deep in a rut that they can’t even see they’re going in the wrong direction. They negotiate the same types of sponsorship, and for the same boring… Read More


Should a Sponsor Exit if an Event is Cancelled?

“Social distance.” As COVID-19 takes hold around the world, this is our lives now. To mitigate the virus’ spread, we’re being instructed to stay home, to stop mingling, and if we need to go out for something essential, to stay two metres away from each other. People are telecommuting, trains… Read More


Recession-Proofing Your Sponsorship Program: A Rightsholder’s Guide

Note: This blog was written in January 2020, before COVID-19 brought recession down on the world. I stand by all of this advice for riding out this recession, and recession-proofing yourself, in future. We’ve all seen the news reports about the increase in recession warning signs. Economies are slowing down.… Read More


How to Manage Regional Sponsorship Management

You’re a brand manager or a sponsorship manager, working in your corporate headquarters. You’re handling the national and/or global sponsorship portfolio, but there are only so many hours in your team’s day, so you are relying on regional management to select and manage local sponsorships. For many of you, that… Read More


Sponsorship Pricing Basics

I get more questions about sponsorship pricing than any other aspect of sponsorship. I wish there were an easy answer – a magic wand I could wave that would make the right number appear out of thin air – but I’m afraid it’s just not that simple. That said, it’s… Read More