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About us

About The Sponsorship Collective

The Sponsorship Collective is your go to resource for best practice sponsorship strategy. 

We work with a variety of sponsorship seekers, including:

  • Associations and membership orgs
  • Athletes
  • Charities
  • Conferences
  • Education institutions
  • Festivals
  • Influencers
  • Major events
  • Motorsports
  • Municipalities
  • Nonprofits
  • Podcasts
  • Sports teams

Our focus is on helping sponsorship seekers build capacity to do sponsorship the right way. We do this through a variety of tools and services including consulting, training, software and professional development.

Our Mission

At The Sponsorship Collective, our goal is simple: We are here to turn you into a magnet for sponsorship.

We accomplish this by helping you, the sponsorship seeker, find clarity, stand out from the crowd and build lasting partnerships in a repeatable and scalable way.

Our Story

Our story starts in 2007 when our founder, Chris Baylis, began working in the sponsorship industry after years in high tech and insurance sales.

Over the course of 10+ years, Chris sold sponsorship, managed teams and built activations…in a vacuum. There was virtually no information available online (or anywhere, for that matter) and really no way to learn sponsorship beyond trial and error.

It was in 2014 that Chris decided if he couldn’t find such a community, he would create one. And on that day, The Sponsorship Collective blog was born. 

Over the course of a year and 100+ articles, something amazing happened:

The blog grew.

And as it grew, a community began to form. In January of 2015 The Sponsorship Collective moved from “just a blog” to “just a consulting agency” of one. And since then, The Sponsorship Collective has been at the forefront of best practice sponsorship with dozens of team members located all over the world.

Today, The Sponsorship Collective has…

  • Published hundreds of videos on our YouTube channel
  • Written hundreds of thousands of words on our blog
  • Spoken on stages all over North America
  • Founded a conference
  • Created the first ever Event Sponsorship certification program in partnership with Eventbrite
  • Built a cloud-based valuation calculator used by thousands of brands and properties all over the world
  • Published dozens of unique research papers about the state of the sponsorship industry
  • Been interviewed by too many podcasts to count
  • Worked with thousands of clients in from all over the world from every property type imaginable who have brought in millions of dollars in sponsorship revenue

Meet The Team

The Sponsorship Collective is a group of committed, world class sponsorship professionals determined to change the way sponsorship is practiced.

Chris Baylis

Chris Baylis

Founder

Chris Baylis is the Founder and Editor Editor-in-Chief of The Sponsorship Collective.

After spending several years in the field as a sponsorship professional and consultant, Chris now spends his time working with clients to help them understand their audiences, build activations that sponsors want, apply market values to their assets and build strategies that drive sales.

Read more about Chris Baylis.

Heather

Heather

Head of Sales

Heather has been involved in the Sales world for many years and in many roles. She now uses her experience in various industries and sectors to lead, grow, and develop the sales force at The Sponsorship Collective.

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Understanding that the Sales team is the tip of the spear for all client interactions, Heather focuses on training her team to deliver a world class experience to everyone they interact with.

Baley

Baley

Head of Operations

Baley is our Operations Manager also known as our “Go To Girl” and there is nothing at The Sponsorship Collective that Baley is not involved with. She came to The Sponsorship Collective after collecting a wealth of experience in business, sales, administration and finance.

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She spends her work day improving the client experience, our programs, our systems and working with her team to make sure that our clients have everything they need to be successful. It’s the seemingly insignificant changes and decisions that have a massive impact on our success and Baley loves to see the impact of those changes in helping The Sponsorship Collective have a massive impact on the industry!
 

Shannon

Shannon

Head of Client Services

As the Manager of Client Services, Shannon is responsible for fulfilling our company promise. Shannon started with us as a client, then joined us as a part time coach and then moved into her current role as  Head of Client Services.

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Shannon has direct experience of the client journey and knows first hand what it takes to be successful in sponsorship. Shannon hosts training, consulting and coaching sessions without clients, with a specific focus on prospecting and valuation. Shannon has a Master of Science in Sport and Fitness Management. When she isn’t working with our clients she can be found poolside coaching a swim team or on the slopes as a Ski Patroller.
 

Chris

Chris

Sponsorship Consultant

In addition to his consulting responsibilities, Chris Norwood is a co-owner and Director of Marketing and Sponsorship Sales for DUSK Music Festival in Tucson Arizona. 

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Chris’ main focus at The Sponsorship Collective is helping our clients understand their property, audience and activations as well as working with them to value their sponsorship opportunities. He most enjoys helping clients understand how valuable the opportunities that their properties represent and giving them the confidence to take their sponsorship opportunities to market.
 

Kevin

Kevin

Sponsorship Consultant

Kevin Grothe has more than 35 years of sales, marketing and fund-raising experience in the event industry. Known for developing long-term business relationships, he has successfully increased department revenues for several event organizations and institutions of higher learning.

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Kevin has been with Memphis in May International Festival since 2006 and serves as the Vice President of Sponsorships. He has worked with several national accounts including Facebook, Amazon, FedEx, UPS, AutoZone, McCormick, YETI, and Kingsford. Through successfully negotiating and implementing a myriad of sponsorship strategies, revenue has increased from $1 million to more than $2.8 million during his tenure. Kevin also served on the The International Festivals & Events Association Foundation Board, including as the Board Chair in 2020 and 2021. He is a graduate from the University of Iowa and is married to Betty with whom he has three step-sons, Dean, Nick and Chase.
 

Mark

Mark

Sponsorship Consultant

For more than 20 years, Mark was the editor and publisher of The Sponsorship Report, which reported on corporate sponsorship activity in Canada and elsewhere. He also hosted dozens of industry-leading workshops and seminars on corporate sponsorship, and launched Canada’s first national conference on sponsorship, Sponsorship Toronto.

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Mark brings a unique perspective to the coaching staff of The Sponsorship Collective, that of a sponsorship generalist who has picked the brains of some of the world’s most creative and successful sponsorship professionals, both from the property and the brand side. Over the course of his career, he has accumulated an encyclopedic knowledge of sponsorship best practices, which he eagerly shares with colleagues and clients.
 

Christine

Christine

Client Concierge

After spending several years working with high profile clients in numerous industries, Christine has taken her experience and applied it to the Sponsorship Collective as our Client Concierge. Christine works with our clients to help them maintain their momentum and to make sure they have the supp ort they need.

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Christine’s favorite part about her position is hearing The Sponsorship Collective’s clients’ excitement when they start working with us. “Working with this amazing team and being able to assist in client success is such an awesome job! My position here begs to utilize the famous idiom: Do what you love and love what you do! Working with clients, hearing their excitement, sharing their achievements, is something that gives me great joy!” Christine studied at Brooklyn College, with a concentration in Literature and Journalism, as well as Psychology.

Allison

Allison

Client Support Specialist

Allison is a retired Technology Education educator and has many years of experience managing a classroom of students and technology projects. 

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As the Client Support Specialist, Allison onboards new clients, books 1:1 coaching calls, and assists with helping our clients access all of the resources they need for success. Her education includes a Bachelor of Science degree in Business Education, with a Vocational Education certification, and a Master’s degree in Technology Education and Educational Leadership.  She enjoys supporting our coaching team and seeing our clients win every day.
 

Connect With Us

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In order to get in touch with The Sponsorship Collective team, please go to this page.

We’d Love to Help You!

We know what it takes to build a world class sponsorship opportunity and we would love to turn you into a magnet for sponsorship. If you want to learn more about how we can help, be sure to book a call with the team.