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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
This is the first English language text to analyse and explain sports sponsorship in full, looking at law, marketing and business practice Sports sponsorship is a multi million £ industry and is a key subject in degree courses in sports management and sports marketing at undergraduate and masters Packed full of real-world case studies The authors are respected, successful sports management academics, consultants and business professionals Appeals to students as well as potential professional market of CEOs, marketing directors, communications and PR executives, lawyers and brand managers
Twelve Step Sponsorship is the first truly comprehensive look at sponsorship, a role recovering people benefit from both as sponsees and ultimately as sponsors. Sponsorship is a rich and enduring part of tradition of Alcoholics Anonymous. Twelve Step Sponsorship delivers both the theory and practice--how to do it and why--in a clear, step-by-step presentation. Written by the author of Getting Started in AA, a widely acclaimed guide for the newcomer to the program of AA, Twelve Step Sponsorship is the first truly comprehensive look at sponsorship, a role recovering people benefit from both as sponsees and ultimately as sponsors. Twelve Step Sponsorship includes informative sections that deal with: finding a sponsor and being a sponsor. Twelve Step Sponsorship offers a welcome reinforcement to the tradition of "passing it on" from one generation of sponsors to the next.
Considers earlier efforts to finance nonprofit organizations by means of "fiscal agency," the legal problems which ensued, and efforts to correct them through "fiscal sponsorship."
Project Sponsorship—which includes case studies, checklists, and action plans—shows how project sponsors and project managers can develop the skills they need to manage successful projects. Randall L. Englund and Alfonso Bucero—experts in the field of project management—have written the definitive guide for educating all stakeholders in the nature of project sponsorship. They describe in detail the responsibilities of the project sponsor, from communications and liaison, selection and training, problem solving, mentoring, and feedback, to the review of project execution. The project sponsor and manager learn how to negotiate effectively with each other and the project team to achieve their commitments.
The role of project sponsor is critical in large projects during the development of the business case, for governance and assurance and as the person who decides that the project should continue or close at any stage. Yet in many organizations the skills of the sponsor are often assumed; he or she will be a senior manager who may well have no practical project experience at all. David West explains the roles and skills that lie at the heart of effective sponsorship. The sponsor acts as a lynch-pin between the Board and the Project Manager, communicating and translating requirements downwards and resource needs, progress and constraints back upwards. An over-zealous sponsor may be tempted to assume some of the project manager's responsibilities, whilst an ineffective sponsor may be invisible, leaving the project manager uninformed by, and unrepresented to, the Board. Project Sponsorship includes exercises, examples and case histories from the real world of projects. It is an essential guide for anyone assuming the important role of managing the business case of the project and will help you ensure that the organization is 'doing the right things' as well as 'doing things right'.
“Having had a spiritual awakening as the result of these Steps, we tried to carry this message to others, and to practice these principles in all our affairs.” -STEP 12 of the TWELVE STEPS Sponsorship is a key construct in A. A. and other Twelve Step groups, and the twelfth step is the foundation of the sponsorship dynamic essential to recover – both for the sponsor and the sponsoree. This book addresses the concern of many in the A. A. community that sponsors have lost some skills in working with alcoholics. By offering tools for helping others find recovery and new life through the Twelve Step program, Joe McQ has created a guide for sponsors to use in working with others. By refocusing his readers on the Big Book, the Twelve Steps, and their message, McQ appeals for a return to the roots and essence of the A. A. program. Moreover, he issues a strong call to action, for return to the fullness and the integrity of the miraculous recovery program.
Are you investing in the right people? Many people know the benefit of finding a sponsor--someone who goes beyond traditional mentorship to partner with a junior-level employee to help build their skills, advocate for them when opportunities arise, and open doors. But few realize that being a sponsor is just as important to career growth as finding one. According to new research from economist and thought leader Sylvia Ann Hewlett, senior executives who sponsor rising talent are 53 percent more likely to be promoted than those who don't. Similarly, middle-level managers who have proteges are 167 percent more likely to be given stretch assignments. Well-chosen proteges contribute stellar performance, steadfast loyalty, and capabilities that you, the sponsor, may lack, thus increasing how fast and how far you can go. But how do you find standout proteges, let alone develop them so that they're able to come through for you and your organization? This book has the answers you need. Combining powerful new data and rich examples drawn from in-depth interviews with leaders from companies such as Unilever, Aetna, Blizzard Entertainment, and EY, The Sponsor Effect provides a seven-step playbook for how you can become a successful sponsor. You'll learn to: Identify the right mix of proteges Include those with differing perspectives Inspire your proteges and ignite their ambition Instruct them to develop key skill sets Inspect your picks for performance and loyalty Instigate a deal, detailing the terms of a relationship Invest three ways and reap the rewards Along the way, you'll discover the enormous benefits of investing in these valuable relationships.
This introduction to Event Sponsorship provides students with an essential understanding of the important role of sponsorship in an event, how this can be gained and successfully managed to the benefit of both the sponsor and sponsee. The text starts with an investigation of the origins of sponsorship and then considers all important elements of Events sponsorship management. It considers what sponsorship is, its history and evolution, what its marketing uses are, how it can used efficiently; the benefits it can bring to an event; and how its results can be measured. It also considers other funding sources for events including government grants, crowd source funding and merchandising. To reflect changes in the way firms communicate with their customers, there is a strong focus on the use of social media, e – marketing and technology in sponsorship. The text uniquely considers topics of sponsorship from perspective of both the sponsor and the sponsee (the event) to provide a holistic view of the sponsorship process. Case Studies are integrated throughout to show how both small and large scale events have successfully gained and used sponsorship as well as potential pitfalls to avoid. Learning outcomes, discussion questions and further reading suggestions are included to aid navigation throughout the book, spur critical thinking and further students’ knowledge. This is essential reading for all students studying Events Management.