At the strategic level, sponsorship deals can improve brand awareness and deepen target audience engagement. Developing successful long-term sponsorship depends on finding a mutually beneficial balance between a company’s brand and the sponsor’s assets.

Even the most established sponsorship strategies, such as those involving sports teams and personalities, require careful consideration of the approach, contracts, content, delivery and contingency arrangements.

This course explores a wide range of sponsorship activation models which have become a key part of global brand strategy development for major brands. The course will also examine the latest sponsorship trends, such as the effect of COVID on budgets, live events and the drive to develop digital-first strategies.

We will cover both the perspective from organisations wishing to achieve marketing objectives by sponsoring properties, as well as those who have assets for which they wish to find sponsors. This is a highly practical course, including case studies and in-depth exercises.

Who should attend?

This course is aimed for those whose responsibility is to activate or manage sponsorship for their organisations

Learning outcomes

  • The role of sponsorship in brand strategy
  • Understand what sponsors are looking for
  • Identify how to create value and record assets
  • Develop skills to find and approach potential sponsors
  • How to create a targeted, compelling sponsorship pitch
  • How brands use sports sponsorship to reach and engage audiences
  • Understand the new world of ‘influencer’ sponsorship
  • Master the essentials of sponsorship investment and activation
  • Skills to manage and develop sponsorship relationships

Course Dates

Start Date Duration Location
01 Jun 2022 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.


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