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The Sponsorship Handbook
Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers
Pippa Collett (Author), William Fenton (Author)
9780470979846, Wiley
Hardback, published 18 February 2011
264 pages
23.6 x 16 x 2.1 cm, 0.526 kg
"This book successfully creates a step-by-step guide to the industry for use by sponsors, agencies and right holders alike." (Admap, February 2012)
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." "An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
—Luis Vicente, Head of Partnerships, Manchester City Football Club
—Faisal Al-Dail, Saudi Post
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
Subject Areas: Business & management [KJ]
