Description
Book SynopsisThe Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.
Trade Review'This book successfully creates a step-by-step guide to the industry for use by sponsors, agencies and right holders alike.' (Admap, February 2012)
Table of ContentsForeword by Karen Earl, European Sponsorship Association ix
Preface xi
About the Authors xiii
Acknowledgements xv
How to use this book xvii
Chapter 1 Introduction to Sponsorship 1
Part I Sponsors 27
Chapter 2 Developing Sponsorship Strategy 29
Chapter 3 Planning for Success 47
Chapter 4 Sponsorship Implementation 71
Chapter 5 Sponsorship Evaluation 95
Part II Sponsorship Seekers 119
Chapter 6 Developing a Sponsorship Strategy 121
Chapter 7 Essential Sales Preparation 149
Chapter 8 The Sales Process 171
Chapter 9 Servicing and Renewal 197
Part III The Way Ahead 223
Chapter 10 Sponsorship in the Future 225
Glossary 233
Index 239
