Sponsorship Management

Our Guide to Sponsorship Management

Who Needs Help with Sponsorship Management?

As an agency with expertise in sponsorship management, we created this guide to cover the full spectrum of sponsorship management. We have experience working with people with job titles ranging from chief marketing officer to director of marketing to corporate sponsorship manager to sponsorship marketing assistant.

Seasoned sponsorship pros may seek ideas or help in a particular area to manage their sponsorship portfolio. Additionally, we understand that numerous individuals are in their initial roles managing sponsorships and might require assistance in formulating a sponsorship plan. Whatever your role on the sponsorship team, sponsorship management requires collaboration and working across the organization.

What is Sponsorship Management?

Sponsorship management serves as a tool for both brands and properties. It allows brands to increase visibility, connect with audiences, and associate their image with specific values or causes. It will enable properties to develop revenue, knowledge, and broader reach to improve their programs and achieve greater success.

Knowing how to manage sponsorships is crucial in today’s world. It can significantly impact organizations, events, and individuals seeking funding and brand recognition.

What Are the Key Skills of Sponsorship Management?

In our experience, great sponsorship management involves mastering five key skills.

Opportunity Identification and Research:  The first skill is identifying partnerships aligning with the sponsored entity’s values and objectives. Thorough research ensures strong alignment, increasing the likelihood of success.

Negotiation and Agreement: Negotiating sponsorship deals requires clear communication and understanding. Finding a win-win solution sets the foundation for a fruitful partnership.

Activation and Implementation: A sponsorship without activation is like buying an electric toy without batteries. Sponsorship activation can take many forms. This could involve logo placement, social media exposure, event participation, etc.

Relationship Cultivation: Maintaining open communication, providing regular updates, and addressing concerns are crucial for a successful partnership.

Measuring and Reporting: Valuable insights into the partnership’s impact are obtained through engagement. These insights aid decision-makers in evaluating renewal and comparing opportunities.

Best Practices to Manage Sponsorships

We have identified best practices in managing sponsorships:

Define Clear Objectives

Clearly outline your sponsorship goals and objectives. What do you want to achieve with this partnership? It is crucial to define your objectives, whether they involve brand exposure, lead generation, community engagement, or any other specific goals.

Targeted Audience Analysis

Understand your target audience and ensure the property’s message aligns with your audience’s interests and demographics. You can get assurance by doing sponsorship audience research. Maximize the impact of the sponsorship by aligning audiences.

Proper Partner Selection

Choose partners whose values, products, or services align with your organization and audience – this is called sponsorship fit. This alignment will create a more authentic and effective partnership.

Clear Contracts and Agreements

Draft clear and detailed contracts that outline the rights and responsibilities of each party—explicitly state terms related to branding, promotion, and deliverables.

Effective Communication

Maintain open and transparent communication with the property. Regularly update them on the progress of the sponsorship and seek their feedback and input.

Activation Plan

Develop a comprehensive activation plan outlining leveraging the sponsorship to achieve your objectives. This plan may include marketing campaigns, events, or other promotional activities.

Measurement and ROI Tracking

Implementing key performance indicators (KPIs) is a best practice for sponsorship measurement. Track metrics, such as brand exposure, website traffic, lead generation, and PR hits, to assess the impact of the partnership.

Fulfill Commitments

Ensure you fulfill all your commitments in the sponsorship agreement. This includes delivering on promised creative, activation plans, and other agreed-upon elements.

Budget Management

Keep a close eye on the budget allocated to sponsorship and the various activations. Ensure that expenses align with the budget you created to activate the sponsorship.

Crisis Management

Have a plan for handling potential issues or crises related to sponsorships. This includes a clear protocol for addressing disputes or disagreements.


Don’t forget about follow-up. Conduct a thorough sponsorship evaluation to assess what worked and what didn’t. Use this feedback to improve future sponsorship strategies.


Sponsorship valuation is determining the financial value of a sponsorship. Assessing the sponsorship’s benefits and assigning them a monetary value accomplishes this. You don’t want to overpay for a sponsorship that has limited value.

Documentation and Reporting

Maintain thorough documentation of all sponsorship agreements, correspondence, and financial transactions. Generate regular reports for internal and external stakeholders.

By employing these best practices, you can effectively manage sponsorships, establish robust partnerships, and achieve your objectives, all while delivering value to your partners.

Final Thoughts on Sponsorship Management from A Sponsorship Agency

Sponsorship management is a strategy that enables organizations, events, and individuals to unlock new opportunities for growth, visibility, and success. If you need help with sponsorship or want career opportunities in sponsorship management, visit our Contact Page.

Good luck!

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