Sponsors: What If You Could Start Over?

It’s still early in the year – the time when people wipe the slate, make resolutions, and dedicate themselves to doing better. It’s when people give themselves permission to start over. What if we applied that thinking to corporate sponsorship? What if sponsors took some time out from dealing with… Read More


Sponsorship is Unallocated Funds, End of Story

I recently had an interesting question. A charitable organisation was advised by their lawyers that they were obliged to spend sponsorship income only on the event or program that was being sponsored, and it could not be used for general operating expenses. The question was whether this was true or… Read More


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


6 Ways Sponsors Can Be Jerks, Without Even Knowing

This blog is for all the sponsors out there. And no, I don’t think you’re a bunch of jerks. Not at all. But there are some things that a lot sponsors do that unintentionally cause more strife for rightsholders than is really necessary. Below is a list, as well as… Read More


Can’t Keep Up? 3 Ways to Better Manage Sponsorship Proposal Assessment

Some sponsors receive dozens of unsolicited proposals a month. Some receive hundreds. Others, thousands. It’s a relentless firehose of sponsorship requests that you’re supposed to somehow turn into a few recommended investments. It’s no wonder so many sponsors are overwhelmed by the process of sponsorship proposal assessment! Below, I’ve outlined… Read More


How to Exit a Sponsorship

Looking at the title, I think I probably should have been more specific. I mean, there are dozens of ways to exit a sponsorship, including telling your partner to “get stuffed”, berating them for your own shortcomings, or simply not responding to any of their calls at renewal time. While… 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


Why Having a Strong Marketing Plan is Critical for Sponsorship Sales Success

I can hear you. You’re asking yourself what a marketing plan has to do with sponsorship sales. And I’m here to tell you that it has everything to do with sponsorship sales. A strong marketing plan is the foundation upon which you can build your sponsorship success, and the raw… Read More


Diary of a Sponsorship Loser

I hear a lot of stories from rightsholders. Stories filled with frustration, anguish, and sheer desperation. Most of the time, all of that could have been avoided, if they made some different choices along the way. This is a story inspired by the emails I’ve received from the industry. I’ve… Read More


Action Plan: What to Do when a Big Sponsor Exits

This is the nightmare for much of our industry. I’m guessing some of you may develop a facial tic just thinking about it! And yet, it happens. Sponsorships end, and if it’s unexpected, or done without a lot of lead-time, you need an action plan and you need one fast.… Read More