Sponsorship strategy is all about making the right decisions.

And it starts with asking the right questions:

  • should we be looking at sponsorship?
  • what should we sponsor?
  • how much should we invest?
  • how do we make this work with our business model?
  • what value should it generate?
  • how do we build the business case?
  • how do we make this work harder for us?
  • are we really getting value from our investment?

In a sponsorship world full of opportunity, we help clients understand if and how they should be using sponsorship.

Effective strategy has four hallmarks, outlined in our blog Sponsorship Strategy : Building Competitive Edge.



  • user
    Strategy Development
  • sponsor
    Sponsorship Proposition
  • opportunity
    Opportunity Assessment
  • review
    Portfolio Review
  • profits
    Investment case
  • assets
    Property Creation
  • conversation
    Negotiation Strategy
  • strategy
    Exit Strategies

Q1: is sponsorship the answer?

We only view sponsorship as a tool to accelerate business objectives. Our starting point begins with your objectives and understanding the potential role of sponsorship. As your partner, we bring objectivity to the question : is sponsorship the best way to achieve these, and what role can sponsorship legitimately play.

As passionate as we are about excellent sponsorship, we’re not looking to sell you a sponsorship solution.  So we look broadly at your needs and define for you exactly and realistically where you should look to sponsorship to deliver – and where not.

Q2: where's the efficiency?

The most expensive sponsorships are not always the best. And everyone knows a cautionary tale…or two.

In fact, one of sponsorship’s greatest sins is its wastage : geographic, audience, assets that you as a brand don’t need. Or partnerships of a scale you simply can’t afford to service well.

So we look at organisational structure and resource and help frame your expectations against sponsorships which you can work and which can work for you.

Our assessment is not media-driven but holistic, taking into account every relevant business parameter. The only goal – deliver best commercial value for our clients.

Q3: our activation agency provides our strategy


We hate to say it – because some of our best friends are in activation – but the business model of any activation agency depends on the size of your budget.

And even worse, many agencies take commissions from rights-holders. This may not influence their judgement – but, let’s face it, it’s likely to. 

For many activation agencies, it’s their sales commissions which allows them to offer you strategy for free. Please don’t tell us they provide your evaluation as well! 


We don't have budget for strategy

The point of robust sponsorship strategy is to ensure that your investment, however small or large, delivers competitive advantage for your business. 

We bring extra bandwidth,k years of experience, and unique tools and methodologies to sponsorship and procurement teams – to nail those big decisions.

We excel at sponsorship strategy.