Welcome to my Blog on Sponsorship and Partnerships!

Welcome to the home page of my newly launched blog on Sponsorships and Partnerships.

The main reason I launched this blog is because the people I talk to through our consulting projects and workshops have expressed a need for an on going forum to ask questions about their sponsorship or partnership initiatives, share ideas and best practices and connect with like-minded people. I also generally have a lot to say on this issue.

Technology has made it possible to connect like no other way; but to make this work, I’m going to need your help. Here’s what each of you can do to make this forum a living, breathing community of sponsorship and partnership professionals.

  • Ask questions
  • Share your opinion
  • Share your knowledge and experiences
  • Post links of useful information

And one more thing…we all work hard (most times) and we’re all serious about being the best at what we do, but a little levity helps break up the constant pressure we put on ourselves, so let’s not be afraid to have a little fun with this and see where it goes….

The first thing I’d like to do is clarify what I think the difference is between “Sponsorships” and “Partnerships”.

In my view, partnerships are two or more organizations working together to achieve a common goal. Partnerships can be short or long-term and usually involve a sharing of responsibility, resources (financial or in-kind), risk and reward.

On the other hand, while the term “sponsor” has all kinds of meanings depending on your environment, sponsorships are essentially a commercial arrangement where one party receives cash or in-kind and the other party receives some form of tangible / intangible benefit in return for their contribution. In a sponsorship, you may be working together to fulfill an agreement but odds are, you don’t usually share the same objective. When’s the last time a sponsor of yours had the same goal?

Thanks to Gomery, the word sponsorship still has some kind of connotation to it, but the fact is that more and more people are turning on to sponsorships as a legitimate marketing tactic and/or means of generating revenue for their organizations. On this issue, I’d like to pose a question:

Is the term “sponsorship” still relevant in today’s environment or is there another term (besides the word sponsorship) we can use to describe the act of an organization contributing cash or in-kind in exchange for access to, and a closer association with a particular audience? It would be great to hear offshore merchant account some of your creative ideas around this.



4 Replies to “Welcome to my Blog on Sponsorship and Partnerships!”

  1. I have an event in mid-February. What month do you think corporations are more likely to commit to being a sponsor? I have heard from some that December is a month where companies do NOT sponsor and I have heard that December is a great month for donations… Should we focus on the holiday season or wait till January??

  2. Hi Angela,
    Based on my experience, there is no real set rule on this. While December is a “slow” month for any kind of business to get done (vacations, Christmas parties, etc.) and might result in slower approval processes, timing is more tied into a company’s internal budget approval process, based on their fiscal calendar. In this regard, many companies do set their fiscal year-end in line with the calendar year; so if it is to be a new request for money, you would likely need to get your proposal into the system in the late Summer / early Fall to ensure that it is considered for the next fiscal year.
    You should also be aware that the larger the amount of the sponsorship being requested, the longer the approval process will take. As a rule of thumb:
    Over $10,000 – 3 months
    Over $25,000 – 4-6 months
    Over $50,000 – 6-8 months
    Over $100,000 – 1 year
    Finally, it is also my experience that a company can find the money at any time for a sponsorship that is innovative or unique, ties directly into business objectives and is perceived as good value for dollar.

  3. How you think when the economic crisis will end? I wish to make statistics of independent opinions!

  4. I wish I knew when it will end! You can be quite certain that the full effect will be felt in the sponsorship industry over the next year as companies trim back on their marketing budgets over the coming months (which I believe is a big mistake). You should also expect a significant shift from “soft” sponsorships to those that help generate sales and cash flow. This means that to remain relevant to companies during this tough period, your sponsorship proposals will need to respond to core company marketing challenges such as accessing target audiences, product differentiation and lead generation.

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