How to Make Sponsorship Pay Off

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How to Make Sponsorship Pay Off

Rights Holders

You're an athlete, a team, an event, a cultural activity.
You want money to achieve your goals.

Sponsors

You want to sell your products and services and get more visibility for your brand.

Well, that's a simple way to think about sponsorship, but...

... that misses most of the biggest benefits.

This course will show you many other ways to make sponsorship pay off.

If You're a Rights Holder You Can...

  • build your audience.
  • get non-cash "value-in-kind" (VIK) - clothing and equipment, travel and lodging, technical assistance.
  • increase the value of your brand.

If You're a Sponsor You Can...

  • target your business objectives - revenue, new customer acquisition, employee motivation, corporate social responsibility (CSR), community relations...
  • build campaigns for B2B, B2C ...     consumer products, luxury goods. 

ACTIVATION is the key.

Too many people think sponsorship is handing over some money and putting a logo on display.

[mbr_is_for tags=’414,416,419,425′]

Dive into the Course! 

Go to the next lesson and learn how to get the most from this course,
or
explore the case studies.

[ELSE_is_for]

Join the Course and Make Sponsorship Work for You! 

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And this course will show you HOW to do it.

You'll learn HOW to use the Five Return Generators

  • Association Rights
  • Hospitality
  • Licensing
  • Passion Brand Tactics
  • Media Exposure (What most people think of first)
  • for
    Return on Investment (ROI)
    Return on Objectives (ROO)

    Some highlights:

     
    Case Studies

    • Case Study:  UBS Evaluation of their America's Cup sponsorship with Alinghi .
    • Case Study:  Seiko's sponsorship evolution - match the Activation Strategy to timing.
    • Sample: An attractive pitchbook layout you use - Volvo Ocean Race.
    • Sample: A weak sponsorship pitchbook - things you should avoid.

    Contract Checklist

    Bonus 

    • A classic marketing book by the Shakespeare of marketing.

    Course content includes...

    • Your biggest investment: ACTIVATION, ACTIVATION, ACTIVATION
      ... sprinkled throughout the course. Strategies - Tactics - Metrics
      ABA: Always BActivating
    • Ambush marketing: How to do it, how to defend against it.  
    • Sports revenue models - which of these revenue streams can you get?

    [mbr_is_for tags=’414,416,419,425′]

    Dive into the Course! 

    Go to the next lesson and learn how to get the most from this course,
    or
    explore the case studies.

    [ELSE_is_for]

    Join the Course and Make Sponsorship Work for You! 

    [/mbr_is_for]

    Lessons in this Course: