7 Reasons You Should Want Multi-Year Sponsorship Contracts

I see too many one-year proposals. Way too many. For many, it seems to be a flow on effect from annual budgeting. And some sponsorship seekers seem to be under the impression that it will be easier for a sponsor to say “yes” to the lower commitment of a one-year… Read More


Why You Should Never Write a Sponsorship Letter of Request

The only thing worse than a search-and-replace, gold-silver-bronze proposal is the “letter of request”. I don’t even like the name. Seriously, do people sending these things actually think they can “request” marketing money, and it’s just going to come their way? That there’s no rigour or strategy that goes into… Read More


How to Ensure a Sponsor’s Name is Covered in Media

I routinely see this question in my inbox and around social media. A property has sold naming rights sponsorship, but media keeps dropping it from coverage, resulting in a sponsor that doesn’t think they’ve got what they paid for. Yes, there are some tricks to getting the name covered, like… Read More


Is Naming Rights Sponsorship Worth the Money?

I’ve had this question a few times lately. More often than not, it’s a brand manager who asks the question, after a senior executive has indicated interest in a major naming rights. That right there raises a red flag for me, as when the idea for a big naming rights… Read More


Sponsees Charging Sponsorship Leverage Fees? It’s All Smoke and Mirrors!

I think this industry has definitely arrived at the point where sponsors know it is their responsibility – not the sponsee’s – to leverage their investments. Sponsors, for the most part, understand that when they invest in sponsorship, they are investing in opportunity, not results, and that they need to… Read More


The Dos and Don’ts of Sponsorship Research

To close out sponsorship measurement week, let’s talk research – the dos and the don’ts. Don’t ask questions about sponsorship “Can you name the sponsors of this event?” “Would you be more likely to buy from a company because they sponsor this event?” Please, please, please do yourself, your brand,… Read More


Sponsorship Australasia Hall of Fame: I Decline

I have a long history with Sponsorship Australasia. I was one of the founders way back in 1993 and served as President for the first four years, before the workload became untenable for my little business and I had to retire. I loved that Association and all of the ideals… Read More


Sponsorship Measurement: Attributing Sales to Sponsorship

How do we know someone purchased our product or service because of the sponsorship? That’s a good question, but there is unfortunately no easy answer. That said, I’m going to give you all I’ve got. So, here are the strategies I use to attribute sales to sponsorship. Get realistic The… Read More


Corruption and the Role of Corporate Sponsors

“FIFA is not in crisis,” according to FIFA President, Sepp Blatter. When pressed by reporters, he responded, “I am the President of FIFA. You cannot question me.” Well, as long as he says so… (cue eye roll). According to media and the blogosphere, FIFA is corrupt. It seems to be… Read More


The Effect of “Something Big” on Selling Sponsorship

Sad, but true… there is not an infinite pool of sponsor money. And when “something big” comes along, it can be a game changer, at least for a period of time. What constitutes “something big”? It is usually either a mega-event – along the lines of the Olympics or a… Read More


Asking the Wrong Questions: Sponsorship by the Numbers

“How many tickets to the event should we get for a silver package?” “What proportion of our sponsorship portfolio should be made up of sports, arts, community events, etc?” “How much should we spend on leverage for an $X sponsorship?” “What should our target ROI be for this sponsorship?” I… Read More


Sponsorship Lie #243: We’re Engaged!

Sponsor after sponsor tells this lie. Of course, they don’t think it’s a lie, but that doesn’t make it true. This is the typical exchange: Me: So, what are you trying to achieve out of this sponsorship? What are your objectives? Sponsor: We want to engage with our target markets.… Read More