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Virtual course


This course looks at the evolution of business sponsorship aimed at marketers who are responsible for creating, designing, buying sponsorship. It also looks at how marketers can develop, create and sell innovative sponsorship proposals to deepen essential business relationships.  

Who should attend?

This course is for marketers who are responsible for buying, selling or managing sponsorship arrangements within their organisation. 

Learning outcomes

  • How sponsorship should work for you 
  • Understand exactly what sponsorship is - and what it isn't 
  • How to create and value an asset register 
  • Choosing the vehicle, and making the pitch 
  • Formulate and develop the right sponsorship proposition(s) for your needs 
  • Negotiate effectively with your sponsorship partners 
  • How to evaluate sponsorship  
  • Examine and learn from sponsorship case studies 

Course Dates

Start Date Duration Location
18 Aug 2021 1d Virtual
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12 Oct 2021 1d Virtual
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14 Dec 2021 1d Virtual
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Course Director

Richard John

Richard is a management consultant, industry trainer & speaker and event journalist, with nearly 3 decades of sales, marketing, and management experience, working with a host of international organisations. Since 1996 he has been a Course Director for the prestigious Chartered Institute of Marketing. He is a guest lecturer at universities in the UK and Europe. Richard is a sought-after coach and mentor for start-ups within the sponsorship and events industry.

Virtual delivery

Our virtual delivery format is designed to deliver engaging and interactive experience using short bursts of content delivery, group breakouts, interactive polls, multimedia case histories and how-to-do workshops.


To speak to one of our Learning Advisors, call us on +44 (0)1628 427360 or complete the form below.

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