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    A masterclass for senior marketers looking to realise competitive advantage from sponsorship. This course is for anyone who needs to develop an effective sponsorship programme.

    In the new disrupted context, this course will explore the contribution progressive sponsorship can make when applied in a variety of different sectors and with different budget levels. Delegates will learn about when to deploy sponsorship as part of their marketing strategy, how to develop a sponsorship brief, how to find or create the right property and how to lead an effective pitch process. There will be particular focus on how to develop an effective sponsorship strategy, including evaluation and ROI. Delegates will also gain practical insight into sponsorship contracts, the negotiation process and how to manage risk in sponsorship. The course will make extensive use of case studies/real world examples as it evaluates activation and implementation strategies in competitive markets.

    This course aims to equip marketers, both brand owners and rights holders, with a guide to leading effective sponsorship programmes and with intelligent questions to inform better strategic decision-making as it relates to sponsorship.

    Who should attend?

    This is a course for those considering sponsorship as part of their marketing strategy or facing sponsorship leadership responsibility. The themes and examples explored will be relevant to those in any size or maturity of organisation in any category – so whether your budget is £10,000 or £10m, whether the scope is local or global, this course will provide relevant insight and practical guidance.

    Job holders likely to benefit include Marketing Directors, Marketing Managers, Brand Managers, Account Directors, Consultants, rights holders/Promoters, and senior leaders from non-marketing functions seeking answers to “the sponsorship questions I always wanted to ask, but never felt I could”.

    Learning outcomes

    • Understand the role of sponsorship in the contemporary marketing mix
    • How sponsorship aligns to wider marketing and corporate strategy
    • Understand how to develop a sponsorship strategy
    • Progressive approaches to sponsorship, including digital activation
    • Different types of sponsorship property and making strategically aligned choices
    • Unlocking enhanced returns/benefits from new sources
    • How to lead an effective sponsorship pitch process
    • The sponsorship contract: managing risk
    • How to write an effective sponsorship brief
    • Understand sponsorship evaluation, including Return on Investment
    • The sponsorship eco-system: implications for leaders
    • Mistakes to avoid, real world examples and practical insights
    • How to ask better questions throughout the sponsorship leadership process

    Course Dates

    Start Date Duration Location
    12 Sep 2024 2d Virtual
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    12 Dec 2024 2d Virtual
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    Course Director

    David Radford

    David has over 20 years of director level experience in marketing. Most recently he was Chief Marketing Officer for Allianz Insurance plc, part of the global insurance and investments group Allianz SE. He has led strategic brand transformation programmes and high performing marketing teams in a range of organisations including Allianz UK, LV=, Barclays and Labatt Brewing. An energetic and inspiring speaker, David offers a perspective on senior leadership and strategic marketing that is both progressive and grounded in practical experience.

    Do you have a question?

    If you have a question about this course then please use the form below, use the web chat facility on the right of this page, or speak to one of our Learning Advisors at +44 (0)1628 427360.


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