Introducing the All-New Corporate Sponsorship Toolkit 2nd Edition

The Corporate Sponsorship Toolkit 2nd EditionAfter a very long writing and publishing process, my brand new book is finally out and available to sponsorship professionals worldwide – woooo!!

Primarily aimed at sponsors, The Corporate Sponsorship Toolkit 2nd Edition, is an over 70% rewrite of its predecessor, and it’s also significantly bigger than the original – covering emerging and improving technology, changes in media, many new angles and strategies, and well over 90 case studies to inspire and illustrate key points.

True to its name, this book is a real toolkit, with dozens of templates, checklists, tools, step-by-step processes, and even an excellent sponsorship agreement pro forma. Eleven of these are downloadable as MS Word templates.

The Corporate Sponsorship Toolkit 2nd Edition is available as a paperback or in ebook format. Honestly, though… like all my other books, this has been written as a desk reference. It’s something you can refer to over and over when you’re looking for a solid process, some advice on a tricky issue, or just some creative inspiration. Because of that, I recommend that you get the paperback version. It’s been laid out with nice big margins, so you can write notes, stick post-its, or whatever you need to do to make it truly work for you.

Scroll down for lots more info, including:

And be sure to check out this video, featuring early reviews by several industry luminaries!

Who is this book for?

Who will benefit from this book? Anyone trying to get a marketing return from their sponsorship investments, such as:

  • Corporate brand managers
  • Corporate sponsorship managers
  • Chief marketing officers
  • Local, state, and federal government marketers
  • Economic development organisations
  • Sponsorship consultants
  • Rightsholders (sponsorship seekers) who want to understand the other side of the sponsorship equation

Table of contents

Part 1 – Preparation

Chapter 1 – The best practice mindset

Chapter 2 – Sponsorship framework

Chapter 3 – Strategy development

Chapter 4 – Sponsorship in financially challenging times

Part 2 – Sponsorship selection

Chapter 5 – Finding the right partners

Chapter 6 – Evaluating offers

Chapter 7 – Negotiation

Chapter 8 – Contracts

Chapter 9 – Dealing with sponsorship brokers

Part 3 – Leverage

Chapter 10 – Leverage vs activation

Chapter 11 – Win-win-win leverage

Chapter 12 – Leverage funding

Chapter 13 – The opportunities and traps of emerging technology

Chapter 14 – Finding the big leverage ideas

Chapter 15 – Other leverage angles

Chapter 16 – Ambush prevention

Chapter 17 – Getting senior executive buy-in

Part 4 – Measurement

Chapter 18 – The fallacy of ROI

Chapter 19 – Measuring results

Part 5 – Sponsorship & portfolio management

Chapter 20 – Managing your relationships

Chapter 21 – Rightsholder management issues

Chapter 22 – Renewals, renegotiations, and exits

Chapter 23 – Structuring your portfolio

Chapter 24 – Managing a decentralised portfolio

Part 6 – Special sponsorship types

Chapter 25 – Cause and community sponsorship

Chapter 26 – Government sponsors

Chapter 27 – Venue naming rights

Conclusion

Working with me

About the author

Appendixes

Appendix 1 – Recommended resources

Appendix 2 – Sponsorship agreement pro forma

Case study brands

The Corporate Sponsorship Toolkit 2nd Edition has case studies featuring 91 brands (some more than once!). Which brands? These brands!

ABN AMRO

Adidas

Air New Zealand

Amazon India

American Express

An Post

ANZ Bank

ASB Bank

ASICS

AT&T

Audi

Banco Pichincha

Bank of America

Bank of Montreal

BMW

Brahma

Broadview Networks

Budweiser

Cadbury

Canon

Captain Morgan

Carlsberg

Carlton Draught

Charles Schwab

Circle K

Corona

Decathlon

DHL

Dove

eBay

Farmers (NZ)

GrabMart

Great Clips

Green Mountain Coffee

Heineken

HTC VIVE Arts

Hyundai

Infosys

Itau

Jack Daniels

Jaguar

Jockey

Kellogg’s

Kia

Lays

Levi’s

MAC

Manpower

Mazda

Molsen Canadian

Morgan Stanley

NAB

Nambarrie Tea

NH Foods

Nickelodeon

Nike

Nissan

NTT Data

Pepsi Max

Personalised Plates QLD

Principality Building Society

Procter & Gamble

Puma

QBE

Ramboll

Red Bull

Richie’s Supermarkets

Rip Curl

Samsung

Sharpie

Snapchat

Sony

Starling Bank

State Farm Insurance

Steinlager

Swedbank

Target Stores

Telstra

Tennant’s Lager

T-Mobile

Totinos Pizza

Tourism Fiji

Toyota

U Mobile

UnderArmour

University of Reading

Visa

Vodafone

Weet-Bix

XXXX

Z Energy

Where can you find the book?

Below is a non-exhaustive list of booksellers carrying The Corporate Sponsorship Toolkit 2nd Edition. New booksellers are picking the book up every day, so if one of these doesn’ t suit, chances are a bookseller that does work for you will have it soon. Also available on Apple Books in your region.

NOTE: If none of these work for you, or the price is crazy (list price is US $55), you can drop us a line with your physical delivery address – not a PO box, as there’s no tracking – and we can provide a quote for drop shipping the book to you from one of our distribution points.

Need more assistance?

Additional resources

Working with me

If you’re interested in working with me, I can provide the following options. Just click through for more information, and drop me a line if you want to discuss.

© Kim Skildum-Reid. All rights reserved. To enquire about republishing or distribution, please see the blog and white paper reprints page.

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