This book offers a practical but conceptually grounded view of the future of sponsorship. It is based on the reality that the world of sponsorship marketing is far too focused on impressions, logos, and 'money can't buy experiences' — experiences which are miraculously secured with money. The author asks questions such as: ""Do any corporate sponsors really believe that more logos are what their consumers want?"" and, ""do organizations selling sponsorship believe they have nothing more valuable to sell than digital and physical signage?"" In a culmination of real-life experiences, industry learnings and third-party professional research, the book provides expert-supported arguments to show that the traditional bronze, silver and gold packages of sponsorship belong to a model of the past. In outlining the conceptual model for successful sponsorship, the book provides five key principles of what sponsors want for you to take on your next sponsorship challenge.
Author(s): Mark Harrison
Series: Emerging Issues And Trends In Sport Business, 1
Publisher: World Scientific Publishing
Year: 2020
Language: English
Pages: 250
City: Singapore
Preface
Endorsements
Chapter 1 The Business of Sponsorship — It’s the Greatest Magic in Marketing
I Love What I Do
No More Gold–Silver–Bronze
Where is the Buried Treasure?
Sponsorship is a People Business
Power of Shared Goals
What Sponsors Need
Chapter 2 What Sponsors Want from You and Your Property
A Potential Shortcut
Sponsorship Strategy
Matthew Leopold
Norm O’Reilly
Chapter 3 To Borrow Equity — The Definition of Sponsorship
Borrowing Equity
Performance Equity
Legitimizing Equity
Positioning Equity
Community Equity
Emotional Equity
Tim Dignard
John Vidalin
Chapter 4 To Tell Stories — A Sponsor’s Tale
Marketing is Storytelling
Writing the Script
Writing Great Stories
Finding their Pain
Searching for A Cure
The Story
Using the Story to Engage
Jacquie Ryan
Florian Riepe
Chapter 5 To Engage Stakeholders — Activate. Activate. Activate
Flashback
Why Engagement?
Activation
The Activation Ratio Fallacy
Stakeholder Groups
The Stakeholder Orbit
The Activation Cycle
Benefits of the Activation Cycle
Engagement Beyond Activation
Brad Sims
Kim McConnie
Chapter 6 To See Proof — Don’t Be Afraid of the Truth
It Shall Set You Free
Valuation
Self-Assessment
Invaluable Numbers
Value of Equity
Evaluation
Yoeri Geerits
Zaileen Janmohamed
Chapter 7 To Get Promoted … Not Fired
Getting Your Sponsor Promoted
Overpaid for Over-delivering
It’s a People Business
Stop Selling, Start Helping
Handbook for Success
Diarmaid Murphy
Patrick O’Brien
Chapter 8 Building A Strategy — Planning for Success
What is Strategy?
The T180 Process
Phase I – Outcome Alignment
Phase II – Internal Assessment
Phase III – External Assessment
Phase IV – Benchmarking Analysis
Phase V – Distill Findings
Phase VI – Strategic Plan
OGSM Development
Phase VII – Develop the Implementation Plan
The What Sponsors’ Want (WSW) Proposal Deck
Sean Goodall
Don Mayo
Chapter 9 The Future of Sponsorship — Is it already here?
Predictions Are Dangerous
What Will Sponsors Want?
What Will Your Sponsors Want?
Scenarios
Golf Property Sponsorship Offering Scenario
Losing Title Sponsor Scenario
Arts Festival Scenario
Local Cause Property Scenario
Music Property Scenario
