From neighborhood youth sports to major festivals to the Olympic Games, sponsorship is big business, generating an estimated $62 billion worldwide. It is now one of the most valuable tools to enhance a brand’s image and promote sales. However, “strategy without tactics is the slowest route to victory,” and organizations risk wasting valuable resources without the right approach.
Combining decades of sponsorship experience with the insights of industry insiders, Ken Ungar, president and founder of CHARGE, developed Sponsorship Strategy: Practical Approaches to Powerful Sponsorships as a resource for anyone wanting to up their sponsorship game. This book blends research-based strategies with real-world experiences to help sports organizations, nonprofits, and corporate brands achieve the best results.
Sponsorship Strategy offers straightforward advice, including how to:
- Identify the shared target audience for sponsorship
- Evaluate the potential impact of a sponsorship property
- Leverage the “superpower” of image transfer
- Employ B2B sponsorships, corporate social responsibility, and the first-mover advantage
It provides the reader with a strategic toolbox to improve sponsorship’s return-on-investment.
For the professional starting out in sponsorship, this book teaches the fundamentals of effective strategy. For the sponsorship veteran, Sponsorship Strategy offers a checklist of issues vital to making every sponsorship work better. Every marketer who wants powerful sponsorships needs to read this book.