Sponsorship Systems Design

Build sponsorship consistency and results across your diverse organisation

A decentralised sponsorship model can be very appropriate, with different teams, businesses, or regions running their own sponsorship programs. Unfortunately, their approaches and results can be just as diverse.

Getting all of those stakeholders to take a consistent, best practice approach to sponsorship is achievable, but most organisations get it wrong, tackling their myriad of needs by issuing sponsorship edicts that are supposed to apply to everyone, but are so generic that, in practice, they don’t mean anything.


The answer to building a consistent, best practice approach to sponsorship lies in developing both a set of immutable fundamentals – your “way” of doing sponsorship – and specific advice, tools, and skills, adapted for each of your stakeholders to achieve their unique goals. It’s strategic and tactical, visionary and practical, macro and micro, and it’s exactly what I do.

I will work with you to create your own sponsorship system – a hybrid of strategic sponsorship consulting, capacity-building, and comprehensive support structures available wherever and whenever your people need it.

It will be a perfect reflection of your organisation and the stakeholders you serve, with all its diverse teams, divisions, objectives, and markets, building efficiencies, elevating results, and turning sponsorship into a consistent powerhouse for your whole organisation and all of your stakeholders.

What kinds of organisations will benefit?

Corporations that want a powerful, strategic, consistent approach across…

  • Multiple brand teams
  • Regional marketing teams
  • Multiple divisions or companies

Rightsholders that want a unified and elevated sponsorship approach across…

  • Diverse properties, managed by separate teams
  • Far-flung regional teams
  • Federations or leagues

National and regional government departments and ministries, tasked with supporting and building capacity across a range of events, programs, teams, venues, and organisations, such as…

  • Major events
  • Sports and recreation
  • Culture
  • Tourism
  • Youth and families
  • Health
  • Community service
  • Public safety

Finally, it’s a strong option for multi-faceted organisations that are both sponsors and rightsholders across a range of stakeholders, allowing for capacity-building across both incoming and outgoing sponsorship. Typically, this would include…

  • Universities
  • Media companies

Let me help you create the strategy and empower your people with the skills, tools, and support to stay on track.

Please drop me a line with some information about your organisation, structure, and challenges, so we can start the process.