Esports are exploding. That’s not news. Unsurprisingly, esports sponsorship is also exploding, and there is some great sponsorship happening in the sector. On the flip side, there’s also a lot of money flowing into the sport that’s a combination of trying to “reach a coveted demographic” and me-tooism. And those sponsors?… Read More
I was inspired by a great question I got recently, and am writing a couple of blogs on exiting sponsorships. This one is about why you should and shouldn’t exit, the other one is about how exit a sponsorship well. 11 good reasons to exit a sponsorship… It was never… Read More
You spend a lot of time crafting your pitch – what you are going to say to pique a sponsor’s interest and the proposal you leave behind. I know you do – particularly as so many of you ask my advice about proposals every single day! I’m all for creating… Read More
Really good sponsorship brokers are rare. They have extensive connections, strong skills, and a good work ethic. They’ll represent your property well, deal with you professionally, and will be worth every penny they cost. Unfortunately, unscrupulous broker scams appear to be on the rise, and it’s causing immense damage to… Read More
Sponsorship is an exciting, vibrant, creative, and ever-changing industry. We’re lucky to be a part of it. But like all jobs, there are parts that are definitely less sexy than others. Right at the bottom of that list is creating a sponsorship policy. But just because it’s one of the… Read More
I’ve blogged on and on about the big issues that affect our industry; about the critical factors that drive sponsorship results. But sometimes, it’s not the big mistakes that trip sponsors up. Sometimes it’s just getting one or two things wrong that undoes every other great thing you try to… Read More
The sponsorship industry is rife with advice on how to sell sponsorship. A quick search of the web will net you literally thousands of articles telling you which sponsors to target, how to contact the right people, how to develop offers, how to write proposals, on and on and on.… Read More
Sponsors mean money, so it makes perfect sense to try to retain all of the sponsors you possibly can. Honestly, though, there are times when you will be better off without a sponsor – even if that means you need to do the hard work to replace them. In other… Read More
A few years ago, I started using a new word around sponsorship – “privilege”. At one point, I was trying to convey the critical importance of putting your target markets first when developing a leverage plan, when I blurted out something like this: Sponsorship provides you with the privilege to… Read More
This now fully updated blog has been the most popular blog on this website since it was first posted. Meeting with, and getting your offer to, the right person is a combination of knowing what roles to target, and finding their contact information. This blog is a starting point. Do… Read More
I’m often asked by clients to assist in writing the job description for hiring and managing sponsorship staff. What I come up with is invariably different than they thought it would be, with less emphasis on experience and more on their intrinsic traits. Let’s face it, corporate sponsorship is an… Read More
For most sponsors, decisions to invest in or renew a sponsorship are based primarily on analysis against a set of criteria. This may seem sensible, and bean counters love this approach, but it doesn’t actually work very well with sponsorship. I’ll go so far as to say that using analysis… Read More