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<p>Foreword by <i>Karen Earl, European Sponsorship Association </i>ix</p> <p>Preface xi</p> <p>About the Authors xiii</p> <p>Acknowledgements xv</p> <p>How to use this book xvii</p> <p>Chapter 1 Introduction to Sponsorship 1</p> <p><b>Part I Sponsors 27</b></p> <p>Chapter 2 Developing Sponsorship Strategy 29</p> <p>Chapter 3 Planning for Success 47</p> <p>Chapter 4 Sponsorship Implementation 71</p> <p>Chapter 5 Sponsorship Evaluation 95</p> <p><b>Part II Sponsorship Seekers 119</b></p> <p>Chapter 6 Developing a Sponsorship Strategy 121</p> <p>Chapter 7 Essential Sales Preparation 149</p> <p>Chapter 8 The Sales Process 171</p> <p>Chapter 9 Servicing and Renewal 197</p> <p><b>Part III The Way Ahead 223</b></p> <p>Chapter 10 Sponsorship in the Future 225</p> <p>Glossary 233</p> <p>Index 239</p>

<p><b>Pippa Collett</b></br> Managing Director – Sponsorship Consulting, Vice Chair – European Sponsorship Association <b>pippa.collett@sponsorshipconsulting.co.uk</b> <p>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 from Ferrari in Formula One racing and the Athens Olympics to cultural projects including The Olivier Awards and The Unilever Series. She joined Sponsorship Consulting in 2006 to work with blue-chip clients such as Siemens, Standard Chartered Bank and Cisco. <p>As Vice-Chair of The European Sponsorship Association, Pippa has led on key aspects of the developing sponsorship agenda including authorship of ESA's Sponsorship Assessment & Evaluation Guidelines, Sponsorship Agency Selection Process and introducing the concept of Continuing Professional Development. <p>A real believer in raising standards of sponsorship practice, Pippa has shared her perspectives and experiences of sponsorship with conference audiences in the UK, Europe, the Middle East and the US. She devotes time to lecturing for the Institute of Direct Marketing and the Incorporated Society of British Advertisers and is a regular commentator on sponsorship issues for the BBC, Financial Times and Wall St. Journal. <p><b>William Fenton</b></br> Director of Sponsorship Consulting <b>William.Fenton@sponsorshipconsulting.co.uk</b> <p>At Sponsorship Consulting William's clients are as diverse as The British Library, The Dubai International Film Festival, Epson and The European Space Agency. He has 19 years experience in evaluating Olympics, FIFA World Cup and Formula One racing sponsorships for IFM Sports Marketing Surveys and as Head of Research at Sponsorship Research International/ISL. <p>He is Editor of <i>The World Sponsorship Monitor</i> published by IFM Sports Marketing Surveys and has been published in <i>The International Journal of Sports Marketing & Sponsorship</i> and <i>The Journal of Sponsorship</i>. He lectures at the HUB Business School and the VUB University in Brussels as well as leading online webcasts. A frequent international conference speaker, he has appeared on CNBC television's <i>Money and Sport</i>. He holds the Market Research Society's Advanced Certificate in Market and Social Research Practice, and is a founder member of the European Sponsorship Association's Continuous Profession Development Accreditation programme.

<p>As a young industry, sponsorship needs solid theory and best practice examples through which both sponsors and sponsor-seekers can develop their expertise. Although historically the concern of sports and culture, sponsorship is becoming ever more vital in new sectors, including education, the environment, cities and public bodies, all of which need to learn what companies look for in assessing sponsorship opportunities. Sponsors in turn are receiving up to 300 proposals a week and need progressively greater clarity on strategy if they are to select only the most relevant projects for their brand and business needs. <p><i>The Sponsorship Handbook</i> will vastly improve the efficiency and effectiveness of the whole sponsorship process for both seller and buyer. It provides information and techniques for managers of sponsoring companies to avoid wasting money on poorly performing sponsorships. Sponsorship seekers will benefit from the insight and tools to develop proposals that cut through and have more chance of leading to a successful sale.

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