Sponsorship Proposal Hack: The “Invention Test”

I love Masterchef, and one of my favourite challenges is the invention test. If you’re not a cooking nerd, like I am, the invention test is when all of the competitors get the same main ingredient and are challenged to come up with the most innovative and delicious dish. It… Read More


4 Warning Signs that Your Sponsorship Proposals Suck

I’ve lamented on a few occasions about the bad news I often have to give to sponsorship seekers. A lot of it has to do with the quality of the sponsorship proposals they’re creating, so I’ve decided to do this little self-diagnostic to see if your sponsorship proposals suck. There… Read More


Are Sponsors Worth the Headache?

This was a question I came across a while back. To be fair, the person who asked wasn’t that blunt, but had definitely seen a lot of headaches from sponsors who didn’t pay their fees, didn’t do what they had promised, and generally bullied the rightsholder. After a nightmare like… Read More


Five Reasons Sponsors Should Consider an Umbrella Sponsorship Portfolio

I love umbrella portfolios. I make no bones about it. They’re powerful, flexible, and super-efficient – what’s not to love?! They featured heavily in my previous post, “How to Structure a Sponsorship Portfolio”, but I think they’re an important enough element that it warranted addressing this portfolio management technique specifically.… Read More


The Dos and Don’ts of Sponsorship Research

While there are lots of ways to measure sponsorship, how to conduct sponsorship research is often the most vexing. The thing is, sponsorship research isn’t actually that complex, but the way it’s been done, for literally decades, is so entrenched that sponsors often can’t see past it. But to get… Read More


The Enemy of Effective Sponsorship Measurement

I’ve written at length about sponsorship measurement in books and blogs, but I’ve never really addressed why sponsorship measurement so often, and persistently, goes awry. It’s a little concept called “confirmation bias”. “Confirmation bias” is the tendency for people to seek out and interpret information in a way that confirms… Read More


It’s Not the Size of the Sponsorship, It’s What You Do with It

“We sponsor a great little organisation, but their reach is so small, how do we make this work for our brand?” “Our event is smallish and local, but we really need sponsorship. How do we get big sponsors interested?” “Our music festival is great, but it’s just one day. Sponsors… Read More


Sponsorship Measurement: How to Measure What’s Important

A while back, I read a blog by Seth Godin. In it, he asked a question that has stuck in my head ever since: Do you measure it because it’s important, or is it important because it’s measured? Our industry is guiltier than most of the latter, and that is… Read More


Dos and Don’ts of Sponsorship Proposal Assessment [Infographic]

How complicated can sponsorship proposal assessment be? I mean, you just look at the back page for the price, and if you don’t fall off your chair, maybe read the executive summary. If that blows you away, then maybe read the rest of it… right??? Wrong. Although a massive number… Read More


Sponsorship Multi-Tools: The Holy Grail for Sponsors

If I had to hazard a guess, I’d say almost all of us has at least one multi-tool. I’ve got a much-loved, 20-year old Gerber that lives in the house, and is pressed into duty anytime I can’t be arsed going outside and unlocking the tool shed… which is a… Read More


What Should a Sponsor Do If a Rightsholder Doesn’t Deliver Contracted Benefits?

I recently worked with a sponsor that had a major sponsorship with a professional sporting body, but when the rightsholder failed to deliver many of the biggest benefits – the benefits the sponsorship was bought and sold on – the whole thing fell in a heap. Most of us who… Read More


How Do You Sell Sponsorship to an Old-School Sponsor?

The sophistication level of sponsors increased dramatically in the aftermath of the global recession of 2007-2008, as sponsors had to deal with a new level of accountability. The pandemic has led to another huge increase in sophistication, as sponsors clear the dead wood from their budgets, and increase their focus… Read More