Category Archives: Sponsorship Valuation

The two most common questions I get asked in my sponsorship workshops and consulting work are “How do I determine the value of my sponsorship property?” and “How do I get top (optimal) dollar for my sponsorship opportunities?”

The short answer is that you get optimal value (and revenue) by presenting the right proposal to the right potential sponsor (prospect) at the right time.

The longer answer is that the more relevant you are to a prospect, the more likely they are to see your opportunity as one that they are willing to invest top dollar for because they clearly see the value at several levels. So, in identifying top prospects who [...]

Tags: | Leave a comment

With the New Year in full swing, I thought I’d start off with 12 resolutions that anyone seeking sponsors should strive to achieve in 2012. Without any further adieu, here they are:

In 2012, I will (with hand firmly planted over heart in oath fashion):

  1. Seek sponsors who represent the right fit for my property, audience or cause; not just because they look like they have a lot of money;
  2. Learn more about my audience to understand what types of companies they would see as a terrific fit;
  3. Have a clearly articulated brand and value proposition, so that potential sponsors will have a clear idea of the opportunity they are buying into;
  4. Remember that when [...]
Tags: | 1 Comment

On October 17th, my firm had the pleasure of hosting the first-known Municipal Forum on Sponsorship in Toronto where a broad cross section of municipalities were represented at the one-day Summit.  I was really pleased to present many of the strategies we used to develop the City of Ottawa’s Sponsorship and Advertising Program (which we are now implementing on behalf of the City).  Here are a few key findings from the one-day program.

  • There is a wide range of adoption levels for sponsorships as a revenue generation model for municipalities. Some municipalities such as Whitby, ON have taken a very active approach towards naming rights, program sponsorships and other corporate partnering [...]
Tags: | 1 Comment