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 […]

When considering whether to renew a sponsorship, it’s essential to assess how the partnership performed over the course of its term. But equally important is evaluating whether the resources committed to the expiring deal could deliver greater value if reinvested elsewhere. While it can be difficult to walk away from […]

When a sponsorship deal nears its end, sponsors should be anything but uncertain about their intentions to renew. Measurement should serve not only as a diagnostic tool to inform ongoing optimization, but also as a definitive assessment at a sponsorship’s conclusion of whether the partnership justified its investment—and why. To […]

Performance measurement is often treated as an afterthought in the sponsorship process. That’s understandable—early focus tends to center on negotiating favorable terms, followed by the creative strategy and collaboration with the property to bring the vision to life. Once those elements are in place, it can feel like the job […]

Creating awareness of a sponsorship is essential, but it is only the first step toward unlocking its full potential. Awareness establishes the foundational connection between a brand and the property it supports, enabling a transfer of affinity, trust, and emotional resonance—the so-called “halo effect.” For fans, this connection activates the […]

In-Deal Best Practices to Maximize Impact Once a sponsorship agreement is signed, certain benefits are locked in with limited creative flexibility (e.g. entitlements, signage, ad units, etc.). Their impact depends largely on the property’s performance and promotional efforts. However, sponsorship’s true value lies in its flexibility: sponsors can elevate their […]

Once you receive a proposal from a property that is a good fit you must keep in mind you are not at the finish line. The brunt of the evaluation and necessary due diligence is ahead. There can be limited negotiation windows, threats of competing bidders, and significant temptation that […]

Pre-Deal Overview The trajectory for a sponsorship’s success is set before it goes live. It is where you have the greatest ability to align and aim your resources to hit your objectives. Sponsors that devote the proper thought and consideration before a deal goes live will experience more effortless success. […]