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The Proven Framework for Winning Marketing Partnerships Across Any Industry

Stop guessing.
Stop getting ignored.
Stop getting stuck at “maybe.”
Start treating sponsorship like a real revenue channel.
The Sponsorship Bible shows you how to turn sponsorship into something predictable and repeatable—without relying on luck, logo placement, or vague “partnership conversations” that never seem to go anywhere.
This book is for people who are done trying sponsorship and are ready to achieve results.
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About the Author

Chris Baylis is widely regarded as one of the leading authorities on sponsorship and marketing partnerships.

His work is built around a deep understanding of how sponsors actually make decisions—how they evaluate opportunities, allocate budget, and justify partnerships internally. Rather than treating sponsorship as a creative exercise or a relationship game, Chris approaches it as a commercial discipline grounded in repeatable process, delivering audience value.

Chris is the founder of The Sponsorship Collective,a boutique consulting agency dedicated exclusively to sponsorship. Organizations around the world use its frameworks to move from inconsistent, one-off deals to structured sponsorship programs that close, renew, and scale into six- and seven-figure portfolios.
At the core of Chris’s work is a simple belief: sponsors don’t buy logos. They don’t buy enthusiasm. They buy access to audiences, outcomes they can measure and partnerships that actually perform. Everything in this book is designed to align sponsorship seekers with that reality.

The Sponsorship Bible isn’t a collection of ideas, theories or trends.
It’s a practical operating system for sponsorship.

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Why Most Sponsorship Programs Stall

Most sponsorship programs don’t struggle because people aren’t working hard enough.

They struggle because sponsorship is being approached the wrong way.

If any of this sounds familiar, you’re not alone:

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You send proposals and hear nothing back

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You use tiers and levels in your proposals

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Brands say “just send me a proposal” and then disappear

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You land a small deal… and it doesn’t renew

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Your pitch is built around assets instead of outcomes

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You feel pressure to discount just to get something signed

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Renewals and multi-years rarely happen

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You are making up how much to charge sponsors

When this keeps happening, it’s easy to assume sponsorship is subjective, unpredictable, or all about relationships.

It isn’t.

What The Sponsorship Bible Helps You Do

This book walks you through the entire sponsorship lifecycle—from the first conversation all the way through renewal and upgrade—and shows you how to approach sponsorship the way sponsors actually expect you to.

You’ll learn how to:

Build a sponsorship opportunity brands take seriously
Focus on the right sponsors instead of chasing everyone
Lead discovery conversations that surface real priorities and real budgets
Create proposals that move decisions forward instead of stalling
Negotiate confidently without racing to the bottom
Renew sponsors using results, not hope
Turn one-off deals into larger, multi-year partnerships
This isn’t theory, and it’s not based on a handful of success stories.

It’s a proven framework built from strategies used by thousands of real sponsorship opportunities—from properties landing their first sponsor to those managing six- and seven-figure sponsorship portfolios.

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What the Book Covers

The Sponsorship Bible is structured to match how sponsorship actually works in the real world.
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Part I: Clarify

Before you sell sponsorship, you need something worth buying.

You’ll learn how to:

  • Define a sponsorship “property” sponsors actually understand
  • Identify the audience sponsors are willing to pay for
  • Create activations that drive real outcomes—not just “awareness”
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Part II: Differentiate

If you sound like everyone else, you’ll get treated like everyone else.

You’ll learn:

  • How sponsorship valuation really works
  • How to price with confidence and defend it
  • How to build proposals sponsors can actually say yes to
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Part III: Launch

Most outreach doesn’t fail because of volume—it fails because it’s unfocused.

You’ll learn:

  • How to identify high-probability prospects
  • How to start conversations that lead to real meetings
  • How to run discovery calls that actually move deals forward
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Part IV: Amplify

Strong sponsorships don’t just sell—they perform.

You’ll learn:

  • How to use media and promotional partners strategically
  • How to build social and video assets sponsors care about
  • How to create case studies that sell the next deal for you
  • How to grow your audience in ways that matter to brands
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Part V: Renew and Upgrade

This is where most sponsorship revenue is either made—or lost.

You’ll learn:

  • How to deliver fulfillment reports sponsors respect
  • How to structure multi-year sponsorships
  • How to run a sponsor networking event that leads to upgrades
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Part VI: Scale

Once sponsorship works, consistency matters to prevent stalling.

You’ll learn:

  • The four key roles on a scalable sponsorship team
  • The communication rhythm that keeps your team moving forward
  • Roles and job descriptions for your next hire

Scripts, Templates, and Tools You Can Actually Use

You won’t just learn what to do.

You’ll get:

Word-for-word scripts for outreach, discovery, and negotiation
Plug-and-play templates you can use right away
Proven frameworks that remove guesswork
Sponsorship centric language that builds credibility fast
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Who This Book Is For

This book is for anyone responsible for sponsorship revenue, regardless of industry or experience level.

Especially if you’re:

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An event organizer or festival operator

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A nonprofit leader, fundraiser, or board member

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A podcaster, creator, or media operator

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Part of a sports or esports organization

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Running a museum, cultural institution, or community organization

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Working in university development or advancement

If you want sponsorship to become a predictable revenue stream, this is your playbook.