Four Other Reasons You Might Need a Sponsorship Consultant

The normal role of a sponsorship consultant is to offer expert strategic advice, generally based on a reasonably long history of doing good work for good clients. That’s certainly what I do most of the time. There are, however, other reasons you may want a sponsorship consultant – reasons that… Read More


The Captain Kirk Guide to Breaking Sponsorship Rules

I can admit it: I’m a nerd. I love science fiction, hate JarJar Binks, and have stood in my back garden with my daughter, waving at the International Space Station as it’s flown overhead on dozens of occasions. So, when I thought of writing a blog about breaking sponsorship’s rules,… Read More


Should Your Community Sponsorships Be Managed Separately from Other Sponsorships?

I’ve lost count of the number of sponsors I’ve worked with who managed their community sponsorship portfolio separately from their other sponsorships. In most cases, their “commercial” sponsorships were managed by the sponsorship or brand team, while their community sponsorships were managed by corporate relations (or similar). Different teams, different… Read More


What Should a Rightsholder Include in a Year-End Sponsorship ROI Report?

Nothing. Measuring sponsorship is not your job. You’re probably thinking to yourself, “If I can’t prove what the sponsorship delivered, then they won’t renew”. And to an extent, you’re right. If the sponsor doesn’t know what they accomplished, they’re not going to renew. But it’s not your responsibility to measure… Read More


How Do Sponsors Evaluate Sponsorship Proposals?

Sponsorship proposal evaluation comes down to two major factors: What you offer; and who you submit it to. These are the factors that will tell a sponsor whether what you’re offering is right for them, whether you’ll be easy to work with, and whether you have the skills and approach… Read More


Why You Shouldn’t Sell Sponsor Mentions as a Sponsorship Benefit

It used to be that 99% of sponsorship proposals were made up of the following four or five benefits: Logos on things Tickets to things Some kind of hospitality An official designation Some kind of exhibition space or speaking slot (if applicable) The result was that hundreds of thousands of… Read More


Sponsors: How to Increase Sponsorship Sophistication and Results Across a Large Organisation

You’re the Chief Marketing Officer of a large multinational, or a Group Marketing Manager. Whatever your title, you’re a senior executive looking at millions of dollars being invested in corporate sponsorship across your company, and you know there are problems. Some of the decisions appear to lack rigour. Some brands… Read More


How Many Times Do You Have to Miss Your Sponsorship Target before You Change Your Approach?

How many times will you miss your sponsorship target? How many times will you scramble for rats and mice sponsorship to make up a shortfall? How many times will you ask your board to hit up their well-connected friends, because your business case isn’t getting money in the door? How… Read More


Ambush Marketing has Never Been Easier… or More Pointless

I was recently discussing sponsorship with a brand manager, when she said that she didn’t understand why brands would bother with sponsorship anymore, when they can use microtargeting to get their messages to the same people without sponsorship. She contended that unless a brand was using the sponsorship to secure… Read More


Valuing Contra vs Cash Sponsorship

This is another of my vintage blogs, reworked and updated to reflect changes in best practice, and new angles. How to value contra, otherwise known as in-kind, sponsorship is a question I get almost every day. What is most interesting is how differently sponsors and sponsorship seekers view contra, and… Read More


The Problem with Sponsorship Levels

This is a total rewrite of one of my most popular blogs. For years, this blog has sat squarely in the top five, and according to analytics, virtually everyone gets here because they’ve done a search on something like, “How to create sponsorship levels”. The problem is, sponsors hate levels. Gold-silver-bronze,… Read More


Disruptive Sponsorship: Like Disruptive Marketing, Only Better (white paper)

My latest white paper is all about how sponsorship broke the ground that Disruptive Marketing is now claiming, and how we’re going to stay at the forefront by bringing more meaning to the equation than any other marketing media possibly can. It’s full of big trends, bigger ideas, and keys to finding… Read More