Successful sponsorships are more about exchanges of mutual commercial value rather than exchanges of dollars and logos or corporate charity. Defining shared goals and the tools to measure them are vital.
Sponsorships are a long-term investment (think Weetbix Tryathlon, Westpac Rescue Helicopter or ASB Tennis). Like any long-term investment selecting and evaluating the right asset, or sponsorship property, is key. This takes objective and professional guidance along with the right criteria.
SPONSORSHIP NEGOTIATION AND LEVERAGE PLANS
It costs 2-3 x as much to leverage a sponsorship investment than it costs.
Lazy sponsorships can die a quick death but it's a two-way street. With proper resource allocation and a dedicated sponsorship leverage plan you ensure the strategic fit is right and continues to drive demonstratable value for years to come.