The latest writings from our team
How to Build Sponsor Relationships and Find Sponsors for Events
There is a surprisingly common trope in the sponsorship community in which it is presumed that having the right connections is the only...
Sponsorship Activation Ideas That Go Beyond Logo Placement
After taking the time to dream up assets and then painstakingly valuing and sorting them into properties, you might be feeling creatively spent. That’s not unfair, as valuation is one of the trickiest parts of the sponsorship process. Take some time to recharge your creative batteries, because activation is a must-have component of your sponsorship program. Whether you are in cause, sport, municipality, education, or festival sponsorship, the reality is the same. Sponsorship = activation. Period. Still thinking of sponsorship as putting a logo on a building, wall, invitation, bottle of wine? Then you are missing 90 percent of the sponsorship world. Putting logos on stuff is definitely part of sponsorship, but only a small part, and certainly not the most valuable part, or the most fun. The best way to make your sponsors happy is to make your audience happy. In a nutshell, that’s what sponsorship activation is all about. Modern sponsorship activation increasingly blends experiential design, digital touchpoints, and shareable moments that extend well beyond the onsite experience. In this guide, I’ll explain sponsorship activation, share some examples of good and bad activation ideas, and load you up with lots of tips and best practices so your own […]
Creative Sponsorship Ideas For Your Next Event
Sponsorship is the lifeblood of many events. It allows organizers to deliver a richer experience for attendees while offsetting costs. But...
How to Get Event Sponsors With Compelling Sponsorship Proposal
Are you seeking event sponsorship for your next project? Securing the necessary support can be difficult for many people, possibly even a...
My Beef With Sponsorship Brokerage
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 […]
Sponsorship Case Study: FOCUS
Today’s post is a case study in sponsorship that proves the value of good guidance in your sponsorship program. I’ll tell you all...
Building a Culture of Sponsorship: Strategies to get Everyone on the Bus
Representing sponsorship within your organization can be an exciting, rewarding and sometimes challenging role. You need to be creative to build beneficial partnerships that balance the objectives of your organization with those of your sponsors and external partners.
Proving Your Value: Measuring Sponsorship Return on Investment
I’ve written a lot about sponsorship valuations lately and, while this is not a post about valuation, sponsorship ROI is a close cousin. Before we get started, make sure you check out these two posts, which will be referenced throughout this article: Case Study: Sponsorship Valuation Best Practices The Essential Guide to Sponsorship Valuation: Learn How to Price Sponsorships Like a Pro The second article is stuffed with great resources, including my valuation checklist and infographic. The first article listed above has a fascinating comment from a sponsor all about the concept of sponsorship return on investment (ROI)…and that’s what we are going to focus on today.
How to Hire Sponsorship Sales Staff (or Get Hired)
I am writing this post for two audiences. The first is the hiring manager looking to retain sponsorship talent. The second is to the sponsorship sales professional, looking for work in the field (whether new or experienced). There are some damaging approaches and philosophies that come up during the recruiting and onboarding phase and I think both sides of the table will benefit from this post. What are my best practices for hiring sponsorship sales staff? Knowing the sponsorship sales process well Having realistic expectations Hiring who you need Avoiding hiring sales contacts How to Generate Interest in Your Sponsorship Opportunity The best salespeople are those who are deeply passionate about the product or service they’re selling. That could be because they’ve used that product or service personally and realized how much it changed their lives. Perhaps they studied the industry the product or service belongs to, or it’s a hobby of theirs. No matter the source of the spark, it’s that spark that’s key. So how do you get salespeople excited about your sponsorship opportunity? Here are some pointers to get you started. Present a Crystal-Clear Opportunity How is a sponsorship sales rep going to sell your opportunity to […]