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Review
′This book successfully creates a step–by–step guide to the industry for use by sponsors, agencies and right holders alike.′ (Admap, February 2012)
Product Description
The Sponsorship Handbook is a practical guide to sponsorship aimed at practitioners both working for sponsoring companies and those searching for sponsorship.
Using the tools, techniques, advice and best practice advocated in this book both sponsors and sponsor seekers will benefit from better servicing and activation once a sponsorship is implemented, with metrics that enable data–based accountability rather than hearsay.
"Everyone in the sponsorship industry, from the biggest events and properties to the smallest, are benefitting from the increasing knowledge, data availability, metrics and professionalism in using sponsorship. The Sponsorship Handbook is a part of that process which we hope will bring future success and proven sound results to all in the complex and exciting world of sponsorship."
Luis Vicente, Head of Partnerships, Manchester City Football Club
"An indispensable reference for any marketer who is keen to build his/her brand using sponsorship; the new ascending way to empower brands."
Faisal Al–Dail, Saudi Post
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Most Helpful Customer Reviews
3 of 3 people found the following review helpful:
5.0 out of 5 stars
Rich experience from industry pros,
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This review is from: The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers (Hardcover)
Customer review from the Amazon Vine™ Programme (What's this?)
This book offers a good insight into fast growing industry. The authors, Pippa Collett and William Fenton capitalise on their rich experience in this field. They take us through decision making process, through strategy planning, implementation and successful relationships. The book presents many case histories and examples. There are both practical and theoretical debates about industry's direction and how to succeed there. I can imagine this book will be most appreciated and enjoyed by the community engaged in sponsorship activity.
1 of 1 people found the following review helpful:
4.0 out of 5 stars
Useful,
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This review is from: The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers (Hardcover)
Customer review from the Amazon Vine™ Programme (What's this?)
Sponsership is a minefield, both if you're looking for sponsorship or looking for causes to sponser. This is a helpful guide to both sides. My wife is a member of Lions Club International and she tells me that the book has helped her local club in setting up a deal for a local kids football team. Excellent!
1 of 1 people found the following review helpful:
5.0 out of 5 stars
An essential resource for anyone entering or already involved in the sponsorship industry,
This review is from: The Sponsorship Handbook: Essential Tools, Tips and Techniques for Sponsors and Sponsorship Seekers (Hardcover)
Reading and reviewing the Sponsorship Handbook as a complete novice led to a well-taught lesson in the dos and don'ts of a fast-growing and increasingly competitive industry. The book is a primer for those entering the sponsorship business but should not be overlooked as an invaluable reference and reminder to those already in the field. What struck me about the book is not only how well it had been resourced and written by both Pippa Collett and William Fenton, but the importance of the structure and fantastic use of case studies, questions and learning points in order to obtain as much knowledge as possible from two of the industry's leading pioneers. The unique way in which it teaches parties from a sponsors and rights holders perspective is key in not only ensuring that you are best placed to come to decisions, but also that you learn and understand the way in which the other party is operating to lead to an eventual, amicable outcome which suits everybody.
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