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THE "BIBLE OF SPONSORSHIP"--UPDATED WITH NEW SOCIAL MEDIA AND OTHER DIGITAL STRATEGIES The Sponsorship Seeker's Toolkit, fourth edition, makes cutting-edge, best-practice sponsorshipnot only achievable, but sensible and straightforward. Corporate sponsorship experts Kim Skildum-Reid and Anne-Marie Grey have updated their classic guide to put youmiles ahead of the competition. New material includes the integration of social media into existing strategies, developing leverage ideas for proposals, more case studies than ever, and important trends in the world of corporate sponsorship. PRAISE FOR THE SPONSORSHIP SEEKER'S TOOLKIT: "This book leads you step-by-step through the choices you have to make throughout the process, from gathering internal support to renewal. I have never read a better how-to book on seeking sponsors." -- AD MAATJENS, Founder and Director, Sponsorreport "One of the best and most thorough how-to books in fundraising! A must-read orientation for nonprofits considering transforming their approach or venturing into the exciting world of sponsorship!" -- KYLA SHAWYER, Chair of the International Fundraising Congress (IFC),Chief Operating Officer, SCIA – International Alliance "The Sponsorship Seeker's Toolkit contains all the information you'll need to successfully develop, deliver, and manage a best-practice sponsorship program, using an easy-to-understand, step-by-step process supported by useful case studies and example templates." -- KYM OBERAUER, founder of PracticalSponsorshipIdeas.com
"This comprehensive manual for corporate sponsorship will guide readers through the mindset, strategies and tactics to develop amazing, best-practice sponsorships that add value to people's event experiences and nurture their connection with those target markets, building preference, loyalty and advocacy for real impact on the bottom line."--Publisher's website.
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
Sponsorship is both a critical communications tool for sponsors as well as a fundamental revenue stream for rights owners. Market leaders use sponsorship widely and arguably more successfully than any other communications tool to achieve competitive advantage whilst events of all sizes depend on sponsorship just to exist. As the importance of sponsorship has increased the demands of it have risen too. Now sponsors seek measurable return on their investment. Sponsorship: For a Return on Investment provides a unique insight on the use of sponsorship for a return on investment and will appeal to practitioners and undergraduate and postgraduate students alike. It builds a conceptual framework for the development, planning, implementation and evaluation of strategies for sport, arts, music and community sponsorship, and from two perspectives: For rights owners, the importance of effectively acquiring and then developing a bespoke approach for the recruitment of sponsors for effective sponsorship programmes. For sponsors, a better understanding of how sponsorship can be used for successful integrated marketing communications. A broad selection of examples and case studies from around the world are provided in order to demonstrate the importance of sponsorship on an international basis. This book is vital resource for both students and practioners.
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.
This guide is designed to equip new sponsorship practitioners with the basic theory skills and tools needed to sell, implement and manage sponsorships. It contains checklists, templates and tips to help form a solid foundation on which to build innovative and lasting partnerships.
Aimed at anyone interested in securing, retaining and managing sponsorship, this reference features case studies and updated resources, associations, references, changes to relevant sponsorship laws and new document and questionnaire templates.
The hosting of sports events – whether large international events, or smaller niche interest events – has huge and long-lasting impacts on the local environment, economy and industry. Strategic Sports Event Management: Olympic Edition provides students and event managers with an insight into the strategic management of sports events of all scales and nature. The framework offers a planning process that can be used to understand the importance of a strategic approach, and shows how to implement strategies that can achieve successful sports events over the short and long-term. The text uses international case studies throughout to offer real-world insight in both larger and smaller events. Plus, in this new Olympic edition, a case study from the Beijing Olympiad is included in each chapter. Through this topical and timely addition to the text, we can understand the lessons to be learned by events mangers of events of all sizes. Written by an experienced author and using first-hand research the text looks at: the organizations involved such as the IOC, FIFA and IAAF, and their interactions with charities, the media and promoters the short-term and long-term benefits of the planning process evaluating the event, its impacts and legacies operational strategies including finance, ticketing, transport, venues, IT, communications, equipment and personnel the bidding process and what is required for a successful bid Strategic Sports Event Management: Olympic Edition builds on the substantial success of the first edition and is vital reading for students and practitioners alike.
As with any business, economic, financial, and marketing management for sports organizations is critical for attracting, retaining, and engaging fans. Unlike typical businesses, the sports industry is inconsistent, highly emotional with a strong personal nature, and operates in various markets where organizations compete and cooperate at the same time. Thus, traditional management techniques are not always appropriate for these organizations. Integrated Marketing Communications, Strategies, and Tactical Operations in Sports Organizations provides expert insight into the latest trends, strategies, and tactics that can be used in the sports industry to build foundations for successful commercialization. The content within this publication covers city marketing, social media interactions, and atmospheric influence and is designed for managers, marketers, business and industry professionals, stakeholders, academicians, researchers, and students.
Running a successful sporting event—whether it’s a local event, state championship, or international competition—requires the knowledge and skills to plan, organize, promote, lead, and communicate effectively. Managing Sport Events, Second Edition With Web Resource, will prepare readers to manage events with ease, guiding them through the entire process, from event conception to postevent evaluation. Merging research findings with best practices, Managing Sport Events, Second Edition, presents the key principles of event management to prepare students to enter the field with the skills needed to immediately engage in event production and evaluation. With updated references throughout, the second edition emphasizes practical application by offering plenty of contemporary examples and learning opportunities for students: New industry profiles at the beginning of each chapter showcase professionals putting theory into practice Added sections address emerging trends and topics, such as sustainability and event security Examples show how new technologies can be utilized for event management and event presentation Scenarios highlighting recreational and community events better represent smaller-scale events such as a local 5K run or a youth basketball tournament Case studies and learning activities at the end of each chapter allow students to put theory into practice A new web resource offers mini case studies with multiple-choice questions that provide immediate feedback to help students gauge their comprehension Managing Sport Events, Second Edition, leads students through the reality of what it takes to conduct a successful event. Starting with event conception and development, the text then addresses key planning areas, including staffing, budgeting, marketing, promotion, sponsorship, and legal and risk management. It then moves into key operational areas such as services, logistics, and on-site management, and it concludes the process with postevent duties and considerations. Managing Sport Events, Second Edition, integrates the traditional business segments of sport management with the unique requirements of event management. This guide is an essential resource for current and future professionals working in parks and recreation, tourism and hospitality, and sports at all levels—youth, high school, college, amateur, minor league, professional, and international competition.