Sponsorship Strategy Manual
A step-by-step guide to building effective sponsorship strategies
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Chapter 1: Definitions
Setting clear definitions ensures consistency in thinking and approach across your sponsorship strategy.
🎯 Understanding the Difference
Standardising language helps avoid misunderstandings and miscommunication.
Assessment
P.A.T. is a proposal assessment tool. It helps you to assess whether to pursue a proposed sponsorship opportunity.
Assessment should always happen before a sponsorship deal is signed.
Evaluation
This is the research you do after a sponsorship deal has been signed to understand whether the sponsorship has been effective at delivering your set objectives.
💡 Key Insight: Partnerships
Sponsorship and Brand Engagement should always be planned as partnerships, a two-way, mutually beneficial relationship between brands that creates value for both parties.
Advertising
Where a brand controls, creates, and distributes messages across purchased media channels including TV, radio, press, outdoor, and online platforms.
Sponsorship
Where a brand partners with an existing property, brand, service, or individual, paying a fee or providing services in exchange for the right to associate with their brand and leverage their marketing assets. This includes consumer, business, and retail partnerships.
Brand Engagement
Where a brand creates its own platforms to attract and engage audiences. Brands can work with partners to promote and distribute these platforms.
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