The course explores the contribution sponsorship can make across different sectors and budget levels. It covers when to use sponsorship as part of your marketing strategy, how to develop a sponsorship brief, how to find and/or develop the right property and how to implement an impactful programme. There is a strong focus on building an effective sponsorship strategy including evaluation and ROI. Delegates will also gain practical insight into sponsorship contracts, the negotiation and pitch processes and how to manage risk. Case studies and real-world examples will be used throughout to illustrate activation and implementation in competitive markets.
- Understand the principles of strategic sponsorship and brand positioning
- Evaluate sponsorship opportunities against brand objectives
- Build partnerships that create mutual value and loyalty
- Measure and report sponsorship ROI and brand impact
- Manage brand assets across channels and stakeholders
- Negotiate sponsorship agreements for maximum benefit
- Align sponsorships with market trends and audience expectations
- Protect and grow brand equity over time
- Principles of Strategic Sponsorship and Brand Management
- Evaluating Sponsorship Opportunities
- Negotiating Sponsorship Agreements
- Brand Activation and Engagement Strategies
- Measuring ROI and Brand Impact
- Brand Asset Management
- Sponsorship & Brand Management in the Public and NGO Sectors
- Risk Management in Sponsorships
- Trends & Innovations in Sponsorship and Brand Engagement
- Communicating and Defending Sponsorship Decisions
- This course is for those considering sponsorship within their marketing strategy or taking on sponsorship leadership responsibility. The themes and examples apply to organisations of any size or maturity in any category - whether budgets are £10,000 or £10m, and whether the scope is local or global.