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Chris Baylis

Chris Baylis is the Founder and 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.

Connect with Chris on Social Media

Chris’ Experience

Chris studied at Trent University and Mohawk College before he began his sales career in high tech and insurance. After several years in the sales industry, Chris decided to make the move to sponsorship. 

The reason for Chris was simple:

“Sponsorship means you have to be an expert in sales, marketing, experiential, lead generation, account management and strategy. This challenging blend of skills is what makes sponsorship so fascinating but also incredibly complicated.”

Chris has been active in the sponsorship industry since 2007 selling sponsorship for a variety of organisations and every type of sponsorship opportunity as an employee, department leader, board member, consultant and volunteer.

After five years as a consultant with international consulting firm IFC out of London, England Chris decided to launch what is now The Sponsorship Collective. And the rest is history.

And it all began with a blog.

The problem, according to Chris, is that there was simply no information about best practice sponsorship when he began in the industry. Everyone was guarding their secrets and there was nothing by way of blogs, publications, or networking groups. And this is exactly what Chris decided to change.

When it was first launched, the goal of the blog was simple: to share sponsorship best practice with the world. Today, The Sponsorship Collective has been featured in countless publications, podcasts, websites, blogs, magazines, webinars and books. The Sponsorship Collective has also produced hundreds of YouTube videos, webinars and hundreds of thousands of words on the blog (at last count, enough to fill five business books on the topic).

In addition to speaking at conferences and stages across North America, a sample of publications featuring Chris Baylis include in Hopin, Blackbaud, several articles and references in EventbriteInside Sponsorship, Cause Talk Radio, CSAE, The Partnership Conference and The Selling Show to name only a few.

Chris’ Approach to Sponsorship

Sponsorship is, at its heart, a marketing practice and marketing is nothing without audience experience as the main focus.

This is exactly how Chris thinks of sponsorship.

 “Everything has to start with audience data and experiences focused on creating value for audiences. Most people think of sponsorship as simple logo placement, which could not be further from the truth” says Chris.

Because of Chris’ focus, The Sponsorship Collective takes an “audience first” approach to sponsorship. Starting with audience data, then moving to creating engaging activations before moving to valuation, sales material and then a “discovery based” approach to sales.

Some Recent Articles by Chris

Here is a sample of the most recent articles written by Chris:

The Hottest Activations from May 2024

The Hottest Activations from May 2024

Well, boys and girls, festival season is officially upon us, meaning that the sponsorship activations are coming hot and fast. We’re also getting into summer movie season, so there are lots of fun examples of how brands used sponsorship to promote themselves.  Here...

How To Ask For Sponsorship: Questions For The First Meeting

How To Ask For Sponsorship: Questions For The First Meeting

Asking For Sponsorship Is Easy! As Long As You Don’t Ask For Money (Yet!) Prospecting is arguably the most important part of the sponsorship sales process. It is through the process of discovery meetings, geared towards information gathering rather than sales, that...

Seven More Deadly Sins of Sponsorship

Seven More Deadly Sins of Sponsorship

In this post, I talked about the Seven Deadly Sins of Sponsorship. I got a lot of great feedback on the post, as many sponsorship seekers felt like they learned a lot. Well, guess what? I’m back with seven more sponsorship sins you don’t want to be guilty of doing, so...