Should a Sponsor Pay for Extended Benefits?

You’re a sponsor. You sponsor a team that has just got into the finals/playoffs. The team enacts the contract clause that states you either have to pay additional money to extend your sponsorship benefits through the finals, or they will withdraw benefits (cover your signage, withdraw ticket and hospitality privileges,… Read More

7 Sponsorship Practices that should be Hit by a Meteor – Part 2

Following on from 7 Sponsorship Practices that should be Hit by a Meteor – Part 1, here are the rest of the sponsorship practices that I wish would face a quick extinction. Measurement by logo counting (and anything else that includes a “media equivalency” figure) I know, I’ve already taken… Read More

7 Sponsorship Practices that should be Hit by a Meteor – Part 1

I was recently reading about the two different schools of thought on what killed off the dinosaurs. The “gradualists” believe that there was a gradual dying off, due to climate change, competition from mammals, or any number of other factors. The “catastrophists” believe there was one major event – with… Read More

Corporate Sponsorship SAQ (Should-Ask Questions)

A few months ago, I wrote a blog entitled “Asking the wrong questions: Sponsorship by the numbers”. Ever since, I have had a steady stream of people requesting the questions sponsorship professionals should ask. So, I’ve now done a sponsorship SAQ (should-ask questions) for both sponsors and sponsorship seekers, covering… Read More

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