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Table of Contents

This edition first published in 2011

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Library of Congress Cataloging-in-Publication Data

Fenton, William (William Seaborne), 1957-

The Sponsorship Handbook : Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers / William Fenton and Pippa Collett.

p. cm

Includes bibliographical references and index.

ISBN 978-0-470-97984-6

1. Corporate sponsorship. I. Collett, Pippa. II. Title.

HD59.35.F46 2011

659.2–dc22

2010050392

A catalogue record for this book is available from the British Library.

ISBN 978-0-470-97984-6 (hardback), ISBN 978-0-470-98002-6 (ebk),

ISBN 978-0-470-98000-2 (ebk), ISBN 978-0-470-98001-9 (ebk)

This book is dedicated to the pioneers of modern sponsorship,

the colleagues and companies that have enabled us to develop our

sponsorship competence and the patience and good humour

FOREWORD

The European Sponsorship Association’s mission is to improve the standards of professionalism in sponsorship practice and The Sponsorship Handbook makes a significant contribution to achieving this objective.

It is a practical guide to the key components of sponsorship with tools and checklists to prompt thinking and action. The many case studies drawn from sources all around the world help to illustrate key points and provide inspiration. The authors are sponsorship professionals with extensive, quality experience working both within and for leading sponsors and rights-holders.

As the sponsorship industry grows and new organizations enter the market. The Sponsorship Handbook will be a vital resource in educating new sponsors, rights-holders and other interested parties in sponsorship best practice.

Karen Earl

Chairman

European Sponsorship Association

PREFACE

As a relatively young marketing discipline, sponsorship lacks the body of knowledge required to ensure best practice and the implementation of policies and processes that result in satisfactory outcomes. As full time practitioners and part time lecturers, with more than 40 years sponsorship experience between us, we wanted to capture what we have learned, often through trial and error, to help newcomers to this exciting industry learn more quickly and less painfully than we did!

This book aims to create a baseline understanding of sponsorship by introducing anyone interested in developing their sponsorship competence to the principles and processes that will enable them to deliver robust results.

For further resources and information on sponsorship visit

For updates on news, ideas and trends in sponsorship follow us on Twitter@Sponsorshiptips.

ABOUT THE AUTHORS

Pippa Collett

Pippa Collett is a leading sponsorship practitioner with an extensive client-side career with Shell, American Express and Rank Organization. Her global sponsorship experience includes Ferrari in Formula One motor racing and the Athens Olympics as well as arts and entertainment projects such as The Olivier Awards and Disneyland Paris. She joined Sponsorship Consulting as Managing Director in 2006 to work with blue-chip clients such as Siemens, Standard Chartered Bank and Cisco.

Achieving measurable returns on sponsorship investments is a particular interest, and her work in this area was recognized with a Hollis Award for Best Use of Research in Sponsorship in 2005. As Vice-Chair of The European Sponsorship Association, Pippa has led on key aspects of the developing sponsorship agenda, including authorship of ESA’s Sponsorship Assessment & Evaluation Guidelines and introducing the concept of Continuing Professional Development. More recently she has developed ESA’s Sponsorship Agency Selection Process and is currently focusing on developing the structure for the provision of qualifications within the sponsorship industry across Europe.

An occasional lecturer at the Institute of Direct Marketing and the Incorporated Society of British Advertisers, Pippa is a regular speaker at sponsorship conferences in the US, UK, Europe and the Middle East. Her work has been published in the Journal of Sponsorship, The International Journal of Sports Marketing & Sponsorship, and Argent, the journal of the Financial Services Forum. Her opinion on sponsorship issues is widely sought by the media, including the BBC, CNBC, The Times and the Wall Street Journal as well as the marketing trade press.

A Cranfield MBA, Founder Chartered Marketer, Fellow of the RSA and member of the Marketing Society, Pippa lives in London with her husband and two children and is a keen carriage driver.

William Fenton

William Fenton is a Director of Sponsorship Consulting in London and Brussels, looking after clients as diverse as The British Library, The Dubai International Film Festival, Epson, FedEx, The Olympic Business Club and The European Space Agency. His status as a sponsorship expert has been built through 19 years in sponsorship, working with IFM Sports Marketing Surveys and Sponsorship Research International/ISL on major sports events including the Olympics, FIFA World Cup and Formula One racing.

William is Editor of The World Sponsorship Monitor produced by IFM Sports Marketing Surveys and has been published in The International Journal of Sports Marketing & Sponsorship, The Journal of Sponsorship and SportBusiness International, as well as making appearances on CNBC television’s Money and Sport programme. He lectures at the Hogeschool-Universiteit and VUB University in Brussels, holds the Market Research Society Advanced Certificate in Market and Social Research Practice and is a founder member of the European Sponsorship Association’s Continuing Professional Development Accreditation programme.

Based in Brussels, married with three children and a keen rower since his time at Durham University, his earliest practical experience of securing and managing sponsorship goes back to the £2.5 million 1986 In The Footsteps of Scott Expedition. Reputed as the “last great 20th-century expedition”, three men were the first to successfully walk the 900 miles to the South Pole without support. Sponsors of Captain Scott’s original 1912 expedition returned 74 years later and a Jonathan Cape book and a contract with ITN News helped to secure the huge logistical budget. This included an aircraft and a ship, The Southern Quest, which sank spectacularly in Antarctic ice on the return journey without loss of life, and with William on board. The images were seen by viewers across the world.

ACKNOWLEDGEMENTS

Christine Hutton; Suzanne Millington; Graeme Davis (Sponsorship Consulting); David Lapish (O2); Michael Brockbank (Unilever); Jos Cleare (Accenture); Darren Marshall (Evolution); David Sleigh (Footbalance); Caroline Booth (Telecom New Zealand); Amy Lyddall Fell (Nelsons); Farina Jabbari (Nelsons); Guido Becchis (Youthstream); Annemie Vander Vorst (FedEx); Gwendolyn Da Silva (Morgan Stanley); Daragh Persee (Vodafone); Pia DeVitre (Deloitte); Jacob Vanluchene (Red Bull); Anne Keogh (Siemens); Claire Jarvis (Siemens); Leilani Yan (AirAdvertainment); Alastair Marks (McDonald’s); Gareth Roberts (Carlsberg); Shaun Whatling (Redmandarin); Lesa Ukman (IEG); Tony Ponturo (Ponturo Management Group); Fiona Seymour (Department of Transport); Nigel Geach (IFM Sports Marketing Surveys); Sandra Greer (IFM Sports Marketing Surveys); Jeff Eccleston (Sponsorship Research International – SRi); Ardi Kolah (Guru in a Bottle); Karen Earl (European Sponsorship Association); Jos Verschueren (Vrije Universiteit, Brussel Faculty of Physical Education and Physiotherapy Department of Sports Policy and Management); Jaclyn Neal (Beiersdorf UK Ltd); Nicola Seery (Beiersdorf UK Ltd); Zoe Stainsby (Cake); Simon Fry (FedEx); Faisal Dail (Saudi Post); Luis Vicente (Manchester City Football Club); Serena Hedley-Dent (Farrer & Co) and Ben Treadaway & Mark Cornish (Sponsorium).

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Disclaimer

Whilst every attempt has been made to credit third parties (where applicable) and all care has been taken to represent information accurately and in good faith, the authors shall not be responsible for any errors or omissions, factual or otherwise, and do not accept any liability arising out of any reliance placed on information contained within this publication. The authors would, however, welcome any correction to credits or of materials contained within this publication for future editions.