Selling sponsorship is hard work. The marketplace is competitive, growing in complexity, revenue goals increase every year and it’s getting harder and harder to stand out in a noisy crowd.

Despite this reality, sponsorship spending is increasing every year and sponsors are actively looking for new partners to help them reach their goals.

As sponsorship evolves, so too must your approach.

That’s where we come in!

The Sponsorship Collective Approach

Our process is the result of years of experience working with brands and sponsorship seekers, from the front lines of sponsorship sales. Everything within our process has been battle tested with sponsors and used to close sponsorship deals ranging from five-figure activations to multi-million-dollar naming rights deals.

No theory, just tactics that work and deliver.

You can learn more about the approach we use in our case study:

How to Secure Big Ticket Sponsorship:
A Case Study of $10 Million Dollars in Sponsorship Over Two Years

What We Do

We believe that the best sponsorship program is done in-house. Our goal is simple, we want to equip your sponsorship sales team with the tools needed to go to market, build activations that sponsors love and build long-term partnerships with brands.

Key questions that we help answer include:

  • What assets should I be focused on selling for best ROI?
  • What are my opportunities actually worth?
  • Which activations will offer my audience and sponsors the most value?
  • What is the best way to position my opportunities in the marketplace?

Our Services

Sponsorship Program Audit
and Strategy

We conduct a thorough review of your sponsorship program and strategy and identify which properties are sellable, what is missing from your sponsorship program, we review all sales material and identify which programs are better suited for revenue strategies outside of sponsorship.

You will receive report containing our findings along with an action plan complete with next steps.

Valuation and Inventory Development

We will identify all of your assets and develop an itemised, master inventory with a line-by-line valuation of everything you have to offer.

Our process includes a fair-market valuation of your quantitative assets as well as your qualitative value (the value your brand brings to the table). Once we are finished, you will receive a working valuation calculator, be in a position to articulate your value, prove ROI and add quantitative measurements to your fulfillment reports.

In-House Training

Whether you are training your front-line sales staff or your executive team, our in-house training program is customised based on your goals.Whether you are training your front-line sales staff or your executive team, our in-house training program is customised based on your goals.

Some popular topics include:

  • Sales and Prospecting
  • Activation Development
  • Valuation Training
  • Sponsorship Trends

What We Don’t Do

We do not sell sponsorship on behalf of our clients.

We believe that the best person to sell sponsorship is the rights holder (you!). Our goal is to build in-house capacity for sponsorship seekers and so we do not sell sponsorship on behalf of our clients.

Who We Work With

We work with rights holders (sponsorship seekers) across Canada and The United States with a particular focus on associations, charities, conferences, festivals, amateur sport and major events.

Do you want to work together?

If you would like to apply to be a client of The Sponsorship Collective, you can do that by clicking here.

what people are saying

Working with the Sponsorship Collective has been invaluable to us. We now not only have market tested valuations for our sponsorship properties, we have learned how to continue to build and refine our sponsorship strategies and approaches independently.

Frances HoustonFrances Houston
Director of Major Gifts
University of Waterloo

What astounds me about The Sponsorship Collective is their ability to tap into what sponsors really want so that both the sponsorship seeker and the company come out with a very happy partnership. They are experts at developing packages that leave nothing on the table.

Mena Gainpaulsingh LLB
Chief Executive Officer
Friends of the Canadian Museum for Human Rights

The Sponsorship Collective are top thought leaders in the industry, enabling organizations across North America with the tools and resources to create sustainable and creative sponsorship engagement strategies. If you haven’t yet engaged The Sponsorship Collective in a project, I encourage you to make that call – you won’t regret it.

Cristin Christopher 
Director of External Relations

Nipissing University

Toss everything you thought you knew about sponsorships out the window. Seriously. The Sponsorship Collective has NAILED the sponsorship approach for our current fundraising climate!

Jane Sleep
Executive Director, Jennifer Ashleigh

Children's Charity

Most of my sales experience comes from Corporate America. I was asked constantly to sponsor events but no one ever asked me what my goals were, very frustrating! Once I moved to the world of fundraising, I was asked to sell those same tiered packages. Disaster! Then I encountered The Sponsorship Collective’s approach to sponsorship. Game changer! THIS is what I had been looking for!

Amy Ferdinando
Assistant Development Director

Children’s Advocacy Center for Denton County