The sponsorship lifecycle

As a strategic sponsorship consultancy we work with corporate clients to continuously develop and deliver effective sponsorship programmes. This process involves 4 key stages which we refer to as the sponsorship lifecycle:

Analysis & planning

We provide a totally impartial service to clients to fully understand their business needs and objectives in order to identify appropriate sponsorship opportunities and develop a cohesive strategy.

To help deliver this service we have develop a dedicated model - 'The ABS System'© which ensures that key criteria are identified, prioritised and met when assessing a suitable sponsorship programme. Further information is available on request.

Negotiation

Most importantly we do not take any commission from rights holders thereby enabling us to negotiate the best possible package for corporate clients.

We utilise our experience and extensive knowledge of the market place to provide the best deal at the best price, working closely with clients to ensure the appropriate elements are included.

Chris Unsworth, Communications Director, Genuity explains:
"When we negotiated our agreement with London Wasps we had a small presence in the UK and knew we would not be able to utilise a full season of hospitality. We therefore negotiated a deal that provided limited hospitality at a lower price with an option to extend in year two as we grew bigger - the best deal all round."

Management & activation

As a sponsorship programme reaches agreement we work with clients to plan, develop and implement integrated marketing programmes to fully harness the sponsorship. This involves all elements of the marketing mix including branding, design, hospitality and events, media relations, promotions and seminars.

Research & evaluation

A critical element of any marketing programme and one that is often neglected when it comes to sponsorship. We believe that to maximise a sponsorship over the long term it is essential to run a parallel research and evaluation programme.

This programme depends on a client's objectives and could encompass media monitoring; questionnaires; focus groups and brand tracking studies.

 

back to top