REPORT

When it’s done right, sponsorship provides one of the most powerful, flexible, and accountable of all marketing media. The problem is that in 99% of the cases, sponsorship fails because of a lack of strategic direction, a lack of skills, and a lack of accountability – all areas where small changes precipitated by marketing leadership can invoke huge changes in company fortunes. Even if they are the most skilled, best connected, shrewdest sponsorship professionals around, investments will not deliver strong, consistent results unless the senior management team, particularly the Chief Marketing Officer, sets a strong agenda and the right expectations.

This White Paper is aimed at the senior marketing professional who doesn’t need to know the minutia of sponsorship because it is not their job to activate the sponsorship – but it is their job to create the strategic vision, encourage best practice, manage costs, and demand accountability.