When you decide to renew a sponsorship, the goal isn’t just to re-sign—it’s to refine. That means taking what you’ve learned from the initial term and using it to create an even stronger, more effective partnership the second time around. Just like when you negotiated the original deal, it’s critical to start with a clear understanding of your brand’s current marketing and business priorities. But this time, you’ve got something even more valuable: direct experience, performance data, and real-world insights to guide your decisions. Ideally, you’ve also built a solid working relationship with your property partner—one that enables honest conversations and shared ambition. That foundation allows both sides to evolve the sponsorship beyond a transaction and into a true strategic alliance. It might seem like the responsibility to improve the package lies with the property—the one receiving the check. But the truth is, they can only deliver what they know you need.

To help your partners help you, brands must lead with transparency: clearly outlining the goals, KPIs, and outcomes they’re expected to support. The best way to do this? Build a thoughtful sponsorship brief. It should act as a bridge between brand expectations and the property’s toolkit—its audience, assets, access, and IP. With the right information, properties can tailor the next iteration of the partnership to hit the mark more effectively than ever. Because in sponsorship, the best renewals should not be repeats—they’re upgrades.

Here are the three critical components your brief should include:

Be Clear About What Needs to Improve

Clarity is kindness. If you want to avoid disappointment in a renewed partnership, you need to be honest about what didn’t work the first time around. That doesn’t mean rehashing every negative measurement metric or overexplaining shortcomings—but it does mean offering a thoughtful, candid assessment of where expectations weren’t met. This isn’t about being overly critical. It’s about identifying the gaps you’d like to close in order to unlock greater value moving forward. More often than not, a good partner already has a sense of where the partnership may have fallen short. But by clearly calling it out, you help ensure those issues are prioritized and addressed. Being direct now sets the foundation for a stronger, more productive collaboration ahead.

Ladder the Partnership to Your Objectives

To get the most out of your sponsorship, the property needs to understand what you’re truly trying to achieve—beyond just maximizing exposure. Share your broader business and marketing objectives. Help them see the specific impact you’re aiming to make, so they can shape the partnership accordingly. This guidance is essential in helping the property identify and recommend the assets and rights that will best support your goals. Different assets serve different stages of the purchase funnel, and not all are created equal for every objective. At the very least, be clear about where in the funnel you’re trying to reduce friction—whether it’s awareness, consideration, conversion, or loyalty. Doing so enables the property to design smarter packages, offer more relevant bonus assets, and apply their creativity more strategically—aligning their fan base and inventory with your brand’s needs. When objectives are clearly defined, it’s easier for both sides to connect the dots and drive meaningful results.

Share the Actual KPIs That Define Success

It might feel rigid—or even a bit intimidating—to lay out your specific KPIs. But this level of transparency is critical to avoiding confusion and ensuring alignment. After all, what gets measured gets done. By clearly communicating the metrics you’ll use to gauge success, you’re not only giving your property partner a target—they’re also empowered to optimize how they support you. It allows them to focus their efforts, prioritize the right assets, and make smarter decisions about how to activate the partnership. If you want them to hit the mark, you need to show them exactly where it is. Being upfront about your goals helps prevent value from leaking into areas of the partnership that matter less—maximizing efficiency and impact where it counts most.

Conclusion

Renewals are a chance to elevate—not just extend—the value of your sponsorship. By approaching them with clarity, transparency, and strategic intent, you give your property partner the tools they need to deliver real impact. Be honest about what needs to improve, align the partnership to your evolving objectives, and define success with measurable KPIs. When both sides are working from the same playbook, you shift the dynamic from transactional to transformational—unlocking greater creativity, efficiency, and return. A smarter renewal isn’t just good stewardship of your budget—it’s a powerful catalyst for brand growth.