Make Sponsorship Pay Off!

Sponsorship Mastery - Online Course

- An online course for Sponsors and Rights Holders seeking sponsorship.
- Rights Holders: Tools to find and keep sponsors.
- Sponsors: Strategies and tactics to maximize sponsorship ROO and ROI.

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DOES ANY OF THIS SOUND FAMILIAR?

Athletes / Teams /Events - "Rights Holders"

  • We send out our sponsorship proposals but get no response.
  • We don't get enough media coverage to attract sponsors.
  • I need to focus on my sport. I don't have time to manage sponsors.
  • We have a Facebook page; we don't need a supporters club.
  • How can I stand out?
  • What can I offer brands that they would want to sponsor?
  • How should I set the price of my sponsorship packages?
  • What do I need to tell brands about my audience?
  • Who are the decision makers? Who else should I be talking to?
  • What should I present when I get a meeting?
  • How will the sponsor judge success?

SPONSORS

  • The rights holders don't understand our business.
  • We can't tell if sponsorship is worth it.
  • We're B2B - why would we do sponsorship?
  • We're B2C - we need a big media exposure.

TEAMWORK and ACTIVATION are the keys to generating sponsorship return.

WHAT IF...

  • ... you had tools to match sponsor business objectives and athlete/team/event (rights holder) assets?
  • ... you had detailed plans to use the five key SPONSORSHIP RETURN GENERATION STRATEGIES?
  • ... you knew how to organize the Sponsor / Rights Holder team? the key ingredients each needs to deliver and how to blend them into a win-win-win sponsorship success?

KNOW YOUR AUDIENCE


Can you describe your audience for a potential sponsor?

In more detail than how many social media followers you have?
 

Can you quantify your audience demographics and psychographics? 

Do you know what each segment of your audience loves most about you? 


Sponsorship Mastery will teach you how!


With this course rights holders will...

... learn how to find out what prospective sponsors really want.

You'll know the questions to ask.
You'll learn how to build tailored proposals that will stand out .

... have tools to increase your value to your sponsors.

Your audience and fans are your most valuable assets. You'll get methods and tools for segmenting your audience and growing it into a loyal tribe.

... focus on the sponsor' business objectives.

You'll understand how to show the contribution you can make to help your sponsor be successful.

... improve your chances to get your sponsors to renew. 

It's not that hard - if you know how to manage the relationship. Schedules, plans, checklists, agendas and lots of examples will make it easy for you. 

With this course sponsors will...

... achieve multiple business objectives with any sponsorship.

Achieve multiple objectives with your sponsorships - revenue, CSR, employee motivation, sales channel productivity, and more. 

... have tools to measure results and communicate them in your company.

How to set you key success metrics. How and what to measure. Worksheets, checklists, and lots of examples will show you the way. 

... have methods to align your objectives with the rights holder.

You'll understand how to be sure the rights holder understands your objectives, and that you understand theirs.

... know how to leverage sponsorship with your other marketing programs.

Learn to leverage sponsorship with all your marketing activities. Integrated Activation is the key.

Brand Building Quiz

Test Your Knowledge

Air Jordan, Tiger Woods, Roger Federer, Lance Armstrong

21st Century Sponsorship

SOCIAL MEDIA

DON'T BE A DIGITAL

SHARECROPPER

You don't own the audience, social media companies do. They control the algorithms for posting your content. Convert your follows, likes and shares into your own engaged fans.


MOBILE FIRST ACTIVATION
YOUR BIGGEST ASSET

IS IN THE AUDIENCE'S HAND

Enage your audience by using

mobile activations strategies. You'll learn best practices from case studies and examples. Create dialogs with your fans for true engagement.


email: POWERFUL IF...
YOU COMBINE IT WITH CRM

AND AUTOMATION

Are your emails simply announcements, newsletters and sales offers? Learn how to use CRM and mass customization tools? Learn how to boost your email results.


Build an ENGAGED AUDIENCE

Meet Your Sponsorship Mastery 

Course Editor - Jack Griffin

Jack dove in to sports marketing in 2004 when he joined Alinghi, the defender of the America's Cup. Working with UBS, Nespresso, Audemars Piguet and other top international brands he learned first hand how to activate sponsorship for financial services, consumer products and luxury goods. Since then he has studied the successes and the frustrations of finding sponsors and generating returns, especially in the second tier Olympic sports.


Before becoming involved with the America’s Cup, Jack worked for 25 years in marketing, sales, and general management for IT and high tech companies in the US and Europe. He was in the launch team for the Apple Macintosh in 1984 and has extensive experience with developing brand loyalty.

Based Switzerland, he has a degree in electrical engineering from Princeton University and is fluent in German and French.

Jack Griffin

Sponsorship is so much more than logos

Too many people think sponsorship means that a company pays to have their logo plastered in a lot of places.


Yes, branding can be an important sponsorship benefit, but not for every brand and not for every property being sponsored.


Learn to use the 

Five Sponsorship Return Generators

Sponsorship Mastery Course Outline


Version 1.0  At launch - 4 May 2020

8 downloads available: Case Studies, Sample Pitchbooks, Contract Checklists 

 "Module Overviews" for all eight modules available. 

Most of the individual lessons will be added during 2Q  2020. 



Introductory Lessons

How to Make Sponsorship Pay Off


Who Should Take This Course


How to Get the Most Out of This Course


1

Module 1 - Sponsorship: What and Why - 7 Lessons

  • Sponsorship Overview & Introduction
  • Sponsorship in the Marketing Mix
  • Activation - Activation - Activation
  • Five Sponsorship Return Generators
  • Sports Entertainment Revenue Models
  • 21st Century Sponsorship
  • When Things Go Wrong

2

Module 2 - Sponsor Success - 10 Lessons

  • Why Sponsor?
  • What to Sponsor
  • Planning Leads to Sponsorhip Success
  • Sponsorship Activation - The Payoff
  • Organization - Sponsorship Management
  • Sponsorship for B2C
  • Sponsorship for B2B
  • Luxury Brands
  • Agencies and Activation
  • Ambush Marketing

3

Module 3a - Attracting Sponsors - How to Prepare - 10 Lessons

  • What Are You?
  • Values and Value Transfer
  • Building Your Copy Platform
  • Logo, Branding, Branding Guide
  • Structuring the Offers
  • Cash, Value-in-Kind (VIK), Licensing, Hybrid Deals
  • Sponsor Categories
  • Valuing VIK
  • Asset Inventory for Activation
  • Leverage Among Sponsors

3

Module 3b - Selling Your Sponsorship - 6 Lessons

  • Selling Your Sponsorship
  • Preparing to Sell Your Sponsorship
  • Building Your Suspect List
  • Research
  • Your Pitch Book
  • Mistakes to Avoid

3

Module 3c - Deliver Value to Your Your Sponsor - 8 Lessons

  • Your Sponsorship Success Team
  • Account Management
  • Brand Extensions
  • Reporting
  • How to Manage the Relationship
  • Expanding and Renewing the Sponsorship
  • Ending the Relationship
  • Ambushes

4

Module 4 - Five Sponsorship Return Generators - 5 Lessons

  • Audience Engagment for Tribal Loyalty
  • Get Creative With Association Rights
  • Hospitality
  • Licensing
  • Media Value and Branding

5

Module 5 - Sponsorship Best Practice Case Studies - 5 downloads, more to come...

  • Case Study: UBS Internal Evaluation of Alinghi Sponsorship
  • Case Study: SEIKO's Multi-Year, Multi-Phase Success Story
  • Sample: Volvo Ocean Race Pitchbook
  • Sample: Medcup Pitchbook
  • Cycling Sponsorship - Challenges and Opportunities

5

Module 6 - Sponsorship Toolkit  - 4 downloads, more to come...

  • Possibly the Best Marketing Book Ever 
  • Five Sponsorship Return Generation Strategies
  • Sponsorship Contract Checklist
  • Legal Issues for Charities and Their Sponsors

How Can You Be Sure This Works?

Built from Best Practices

Sponsorship Mastery Integrated Activation

Click diagram to see details

  • CASE STUDIES: INTEGRATED ACTIVATION
  • You'll get tools and methods used in successful sponsorship partnerships - worksheets, checklists, planning calendars and measurement techniques.

Examples from top international brands, competitors and events as well as secondary sports and smaller sponsor companies.

  • Consumer goods
  • B2B companies
  • Luxury goods
  • Services

All have their own opportunities, strategies and tactics, which you'll learn in this course.

Sponsorship Mastery Integrated Activation

Sample of sources used to build Sponsorship Mastery

Claude Hopkins - Scientific Advertising
Sponsorship Mastery reading list Pottharst
Olympic Games - Goldblatt   Sponsorship Mastery
Sponsorship Mastery reading list Maraniss

You'll Learn How to Build Your Personal Brand


QUIZ ANSWERS BELOW...

Air Jordan, Tiger Woods, Roger Federer, Lance Armstrong

All four of these logos belong to Nike* 


* In fact, Roger Federer finally got back the rights to use his logo in Spring 2020, 2 years (!) after switching from Nike to Uniqlo clothing.


*Nike cut their ties with Armstrong in 2012 after he admitted to doping. 

30 Day, No Questions Money Back Guaranty

Sponsorship Mastery 30 Day Guarantee

Your membership in Sponsorship Academy is fully protected by our 100% Satisfaction Guarantee. If you don't feel like you've received value and you decide you want to cancel any time within the first 30 days, just let us know and we'll send you a prompt refund. No hassles, headaches or hoops to jump through.


We're confident that you'll find the Sponsorship Mastery course extremely valuable. useful. But if you decide it's not what you expected, you won't have to beg or apply any silly rules or conditions. If you're not satisfied within your first 30 days then we'll refund you with no questions asked.

NOT SURE IF THIS COURSE IS FOR YOU?

Sponsorship Mastery is NOT for everyone, and we’d prefer to help you figure out if it’s not right for you BEFORE you join rather than waste your time. So, let’s cut to the chase...

Who the course is for

Rights Holders / Sponsorship Seekers

Sponsors

  • Hands on sports marketers looking for real world examples and real tools they can use right away.
  • Marketers and brand managers who want real results, not "eyeballs" and "likes."
  • Rights holders looking to learn from the bigger sports - best practices to use, and mistakes to avoid.

Who the course is not for

Marketers focused on "reach" and "impressions"

Agents for pro athletes in big TV sports

  • Brands that need broad TV exposure.
  • Marketers who prioritize theoretical "media value" of exposure for their logo.
  • Anyone focused on tier one sports - UEFA Champions League, NBA, NFL, NHL, MLB, F1, etc.

LIFETIME ACCESS TO SPONSORSHIP MASTERY COURSE

FREE DISCOVERY SESSION

Are you looking for sponsors?


Are you a sponsor looking for

better results?


Are you an agency?


Let's get your project started.

Schedule a FREE

15 minute

DISCOVERY SESSION

SPECIAL CHARTER MEMBER PACKAGE

INCLUDES LIVE ONE-ON-ONE CONSULTATION AND FOLLOWUP 

First 10 orders only.


LIFETIME ACCESS
ALL COURSE UPGRADES


No hassle 30 day money-back guaranty.

$497

One time payment

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