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
قائمة المحتويات
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
عن المؤلف
Pippa Collett Managing Director Sponsorship Consulting, Vice Chair European Sponsorship Association [email protected]
Pippa is a leading sponsorship practitioner with an extensive client-side career at Shell, American Express and Rank Organisation. Her global sponsorship experience covers the full spectrum from Ferrari in Formula One racing and the Athens Olympics to cultural projects including The Olivier Awards and The Unilever Series. She joined Sponsorship Consulting in 2006 to work with blue-chip clients such as Siemens, Standard Chartered Bank and Cisco.
As Vice-Chair of The European Sponsorship Association, Pippa has led on key aspects of the developing sponsorship agenda including authorship of ESA’s Sponsorship Assessment & Evaluation Guidelines, Sponsorship Agency Selection Process and introducing the concept of Continuing Professional Development.
A real believer in raising standards of sponsorship practice, Pippa has shared her perspectives and experiences of sponsorship with conference audiences in the UK, Europe, the Middle East and the US. She devotes time to lecturing for the Institute of Direct Marketing and the Incorporated Society of British Advertisers and is a regular commentator on sponsorship issues for the BBC, Financial Times and Wall St. Journal.
William Fenton Director of Sponsorship Consulting [email protected]
At Sponsorship Consulting William’s clients are as diverse as The British Library, The Dubai International Film Festival, Epson and The European Space Agency. He has 19 years experience in evaluating Olympics, FIFA World Cup and Formula One racing sponsorships for IFM Sports Marketing Surveys and as Head of Research at Sponsorship Research International/ISL.
He is Editor of The World Sponsorship Monitor published by IFM Sports Marketing Surveys and has been published in The International Journal of Sports Marketing & Sponsorship and The Journal of Sponsorship. He lectures at the HUB Business School and the VUB University in Brussels as well as leading online webcasts. A frequent international conference speaker, he has appeared on CNBC television’s Money and Sport. He holds the Market Research Society’s Advanced Certificate in Market and Social Research Practice, and is a founder member of the European Sponsorship Association’s Continuous Profession Development Accreditation programme.
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