What are the key elements in successful sponsorship?

Here are four of the most important:

  • Adding value to the end user, the visitor or the fan ensures that your brand enters their hearts and minds. A logo here and there is not enough. So try and make a positive influence and create some real lasting benefit.
  • Defining clear objectives and negotiating a contract that will meet them. Sponsorship works best when there is real focus, but given the emotion and passion that may be involved, it is easy to get distracted.
  • Having an activation plan. The value of sponsorship isn’t just about forming associations between the brand and the rights holder – it’s how you leverage those associations that makes the difference.
  • Measuring the results. The only way to quantify sponsorship associations and understand their impact is to carry out professional research.