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 of both the rights holder and the sponsor and forges successful, longer-term relationships.
By understanding at the very beginning of a partnership what both parties want to achieve then they can work together to create a bespoke package of rights that fulfil the needs of both. The custom nature of sponsorship means that it works a lot harder than other forms of traditional marketing, generates greater value for money, and goes a long way in achieving pre-set objectives.
Sponsorship has become an incredibly powerful, meaningful and thriving marketing platform. With the development of the industry has come a greater level of intricacy and knowledge about how to successfully plan, manage and activate a sponsorship. It must be treated with the same level of thought-process, meticulous scrutiny and afforded the same specialist expertise as any other marketing channel.
In this respect, sponsorship has become a truly specialised area that requires experience and knowledge to ensure that a brand fully gets the maximum out of any partnership.
We use our understanding and familiarity of the sponsorship industry to ensure that companies get the most out of their investments. We have been working with global brands for nearly 20 years, helping them to build relationships, enhance reputations and drive revenue.
Sponsorship development and activation is a specialist skill, like all other parts of the marketing mix
