The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship. Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay. "e;Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."e; Luis Vicente, Head of Partnerships, Manchester City Football Club "e;An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."e; Faisal Al-Dail, Saudi Post

The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data-based accountability rather than hearsay."Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."Luis Vicente, Head of Partnerships, Manchester City Football Club"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."Faisal Al-Dail, Saudi Post

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