The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

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