Developing a sponsorship, or working towards a partnership, requires detailed understanding of a number of different areas such as: how rights holders think, their challenges, sponsorship deal making and commercial negotiations to name a few areas. By understanding at the very beginning of a partnership what both parties want to achieve, then they can […]
In days gone by, sponsorship has sometimes been seen as rigid, where a client shares how much money they have, and the rights holder tells them what they’ll get for that. Today, the most progressive sponsorships are where both parties work in unison to develop and build a partnership together. This is in the interest […]
At SQN, we employ our ‘Objectives Framework Approach’, which ensures we make a clear thread for our clients between the overarching business objectives needing to be fulfilled, the resultant strategic corporate, sales, marketing and tactical objectives. Often brands or their agencies point only to the tactical effectiveness of each part of the activation, but […]
Each stage in the lifecycle of a sponsorship requires its own bespoke measures of success, which can seem to increase the complexity of task at hand.
Sponsorship is a powerful tool for many organisations. The European Sponsorship Association (ESA) recently announced that the European sports sponsorship sector was worth over $20 billion* in 2018, representing the third successive year of growth. With this increase in the sector value, it must surely follow that those businesses investing more into sponsorship are […]