Sponsorship Handbook

Pippa Collett Managing Director – Sponsorship Consulting, Vice Chair – European Sponsorship Association pippa.collett@sponsorshipconsulting.co.uk 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 William.Fenton@sponsorshipconsulting.co.uk 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.

"This book successfully creates a step-by-step guide to the industry for use by sponsors, agencies and right holders alike." (Admap, February 2012)

• Foreword by Karen Earl, European Sponsorship Association ixPreface xiAbout the Authors xiiiAcknowledgements xvHow to use this book xviiChapter 1 Introduction to Sponsorship 1Part I Sponsors 27Chapter 2 Developing Sponsorship Strategy 29Chapter 3 Planning for Success 47Chapter 4 Sponsorship Implementation 71Chapter 5 Sponsorship Evaluation 95Part II Sponsorship Seekers 119Chapter 6 Developing a Sponsorship Strategy 121Chapter 7 Essential Sales Preparation 149Chapter 8 The Sales Process 171Chapter 9 Servicing and Renewal 197Part III The Way Ahead 223Chapter 10 Sponsorship in the Future 225Glossary 233Index 239