For Outstanding Sponsorship, Minimise Analysis and Focus on Process

For most sponsors, decisions to invest in or renew a sponsorship are based primarily on analysis against a set of criteria. This may seem sensible, and bean counters love this approach, but it doesn’t actually work very well with sponsorship. I’ll go so far as to say that using analysis… Read More


8 Traits of a Great Corporate Sponsorship Manager

I’m often asked by clients to assist in writing the job description for hiring and managing sponsorship staff. What I come up with is invariably different than they thought it would be, with less emphasis on experience and more on their intrinsic traits. Let’s face it, corporate sponsorship is an… Read More


Diary of a Sponsorship Loser

I hear a lot of stories from sponsorship seekers. 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 – and some related advice – inspired by the… Read More


Should We Hire a Sponsorship Valuation Service?

Seeking sponsorship is hard. Even if you do it perfectly, you’ll still hear “no” more than “yes”, and if your skills are less than best practice, you’re probably not hearing “yes” very often. If you’re struggling, you probably want some way to demonstrate what great value for money you’re going… Read More


How Not to Sell Sponsorship: A Guide for Charities

Organisations with charitable status often have enormous commercial potential, but more often than not, that potential goes unrealised. Instead, most charitable organisations make one big mistake after another, with the result being sponsorship income that is a fraction of what it could be. So, I’m going to go through some… Read More


The Evil Genius Guide to Ambushing Your Own Sponsorship

In an era of massive sponsorship clutter, many sponsors believe that if their investments are going to have a real impact – to “break through the clutter” – they need to sponsor at a high level. I’ve heard the phrase, “Go big or go home”, espoused at more sponsorship conferences… Read More


Why Having a Strong Marketing Plan is Critical for Sponsorship Seeking 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


How to Get Internal Buy-In for a Diamond-in-the-Rough Sponsorship

We’ve all been there. You’ve got a proposal for a sponsorship with “potential”, but you know getting it over the line will be next to impossible. Maybe there’s a ton of relevance for your target market, but the property is new and untried. Maybe you can think of a million… Read More


The Minefield of Selling Major Sponsorship to a CEO

I was recently forwarded a link to a video showcasing how Chelsea Football Club went about replacing their principal partner. The link was accompanied by the message, “I bet this will make you sick.” He wasn’t wrong. I will say that Chelsea FC was successful in gaining a new principal… Read More


Sponsorship and Social Media: Getting It Right

A question I get a lot is why I don’t address specific how-tos on using social media with sponsorship – some kind of step-by-step formula for social media success. The answer to that is pretty simple: There is no formula. It’s not about a formula. We all know how social… 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


The Zero Guilt Trip Guide to Raising More Cultural Sponsorship

I came across an article entitled, “Sponsorship is Dead! Long Live Corporate Cultural Responsibility” a couple of months ago. It’s a massive disservice to cultural sponsorship, and it irritated me that much that it’s taken me until now to compose myself enough to blog about it. According to this article, cultural sponsorship… Read More