The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers

Hardcover | March 28, 2011

byPippa Collett, William Fenton

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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

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From the Publisher

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 sponsorshi...

From the Jacket

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 sponsorshi...

Pippa Collett Managing Director - Sponsorship Consulting, Vice Chair - European Sponsorship Association pippa.collett@sponsorshipconsulting.co.uk Pippa is a leading sponsorship practitioner with an extensive client-side career at Shell, American Express and Rank Organisation. Her global sponsorship experience covers the full spectrum ...
Format:HardcoverDimensions:264 pages, 9.3 × 6.3 × 0.84 inPublished:March 28, 2011Publisher:WileyLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0470979844

ISBN - 13:9780470979846

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Extra Content

Table of Contents

Foreword by Karen Earl, European Sponsorship Association.

Preface.

About the Authors.

Acknowledgements.

How to use this book.

CHAPTER 1 | Introduction to Sponsorship.

PART I Sponsors.

CHAPTER 2 | Developing Sponsorship Strategy.

CHAPTER 3 | Planning for Success.

CHAPTER 4 | Sponsorship Implementation.

CHAPTER 5 | Sponsorship Evaluation.

PART II Sponsorship Seekers.

CHAPTER 6 | Developing a Sponsorship Strategy.

CHAPTER 7 | Essential Sales Preparation.

CHAPTER 8 | The Sales Process.

CHAPTER 9 | Servicing and Renewal.

PART III The Way Ahead.

CHAPTER 10 | Sponsorship in the Future.

Glossary.

Index.