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Full Description
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay.
"Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."
—Luis Vicente, Head of Partnerships, Manchester City Football Club
"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
—Faisal Al-Dail, Saudi Post
Contents
Foreword by Karen Earl, European Sponsorship Association ix
Preface xi
About the Authors xiii
Acknowledgements xv
How to use this book xvii
Chapter 1 Introduction to Sponsorship 1
Part I Sponsors 27
Chapter 2 Developing Sponsorship Strategy 29
Chapter 3 Planning for Success 47
Chapter 4 Sponsorship Implementation 71
Chapter 5 Sponsorship Evaluation 95
Part II Sponsorship Seekers 119
Chapter 6 Developing a Sponsorship Strategy 121
Chapter 7 Essential Sales Preparation 149
Chapter 8 The Sales Process 171
Chapter 9 Servicing and Renewal 197
Part III The Way Ahead 223
Chapter 10 Sponsorship in the Future 225
Glossary 233
Index 239
