My Beef With Sponsorship Brokerage I get asked to sell sponsorship for clients in exchange for a percentage of the total sponsorship sales made (otherwise known as sponsorship brokerage). I get asked this a lot. My answer is always a polite but firm no. Do you want me at the table with you to help with negotiations? Sure! But definitely not as your hired gun…and here’s why. TL;DR Pros & Cons of Using a Sponsorship Broker Pros Saves time for teams with zero sales capacity Access to sales experience and outreach execution Can assist with prospect research Useful for one-time, low-complexity campaigns Cons High commission fees Risk of asset devaluation Limited understanding of your audience Short-term sales focus Reduced control and potential reputational risk No internal learning or capability development The 10 Worst Reasons to Hire a Sponsorship Broker It’s important to distinguish between brokers, sales contractors, and sponsorship consultants. Brokers sell inventory for commission. Consultants build systems and teach strategy. Contractors execute within your process. Modern brokerage missteps often include: Skipping discovery Using generic email blasts Ignoring CRM and audience data Chasing “easy money” instead of aligned partners In 2026, undervaluing assets doesn’t just hurt revenue—it damages long-term partnership […]
