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.
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 Eventbrite, Inside Sponsorship, Cause Talk Radio, CSAE, The Partnership Conference and The Selling Show to name only a few.
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.
Here is a sample of the most recent articles written by Chris:
Before you dive in, if you are interested in sport sponsorship, check out these titles in our “sponsorship for sports" series: Resource Page for Sport and Athlete Sponsorship 5 Sports Sponsorship Valuation Strategies 5 Examples of Bad Sports Sponsorships that Missed...
Alcohol sponsorship pros and cons look very different today than they did even a few years ago, as consumption habits, regulations, and brand strategies continue to evolve. Before you dive in, if you are interested in sports sponsorship, check out these titles in our...
https://youtu.be/juuY5nxQMaw Wow. You finally did it. It took a long time (weeks, months, maybe longer), but you finally signed a new sponsor. This is a hugely exciting time, I know. You deserve congratulations for reaching this point, but you can’t rest on your...
What if I told you that all sponsorship prospects are liars? That would sound very outrageous to you, especially if you’ve worked with sponsors or you have current active deals. I wouldn’t tell you this though if it wasn’t true. In today’s post, I’ll explain more...
Before I started sharing my sponsorship expertise here at the Sponsorship Collective, I was a sponsorship seeker just like you. I even had a boss who didn’t understand sponsorship. He asked me to find a sponsor in the same nonchalant tone you would ask someone to buy...
Do you know what ABC means in sales? No, I’m not talking about the first three letters of the alphabet. It’s an acronym that stands for this: always be closing. If you’ve ever worked in sales or you currently do, then you understand this rationale. Your boss wants you...
Sponsorship prospecting is one of the areas that sponsorship seekers usually struggle with, which is fair. Determining which companies to reach out to versus those not to requires a keen sense that you’ll finesse the more you use it. In this post, I’ll help you...
When sponsorship seekers come to me, frustrated that their sponsorship program isn’t getting them the results they want, they usually assume they have to make wholesale changes. Sometimes, I recommend they do. In other instances, you only need some small tweaks to...
If you’ve been a long-time reader of the blog, then you should remember this post about the ways to (unknowingly) destroy your sponsorship program, or maybe this one. Well, I’m back today with another post in that same vein about what not to do when starting your...
If there’s one area of your sponsorship program that I push hard on this blog, it’s audience research. I feel like I have to because having data on your audience is such an integral part of achieving sponsorship sales. Without knowing who your audience is, you can’t...