Sponsorship Proposal Writing

🚨 Most sponsorship proposals fail because they’re sales decks, not stories. Too many rightsholders still lead their proposals with what they have to sell — logo placements, hospitality, social media slots. But brands don’t buy assets. They buy outcomes. 🤝 Sponsorship isn’t sold on assets. It’s sold on ideas. That’s where creative strategy is the missing bridge. A great sponsorship proposal doesn’t just list rights. It shows how those rights can be activated through stories fans care about, and how those stories ladder up to a brand’s marketing and business objectives. 💡 Without creative strategy: Rights feel generic, interchangeable, and hard to justify. 💡 With creative strategy: Rights become a platform for culture, emotion, and growth. The difference between a sponsorship that gets signed and one that gets ignored comes down to how well you connect the dots between: • Rightsholder value (audience, assets, moments) • Brand ambition (category growth, audience penetration, equity building) • Creative strategy (the story that makes it irresistible) 👉 In a cluttered market, creative strategy isn’t a nice-to-have — it’s the glue that turns inventory into impact. Yet, week in week out I still see rightsholder proposals that lack that bridge. If you don’t understand how brands grow > work with those who do If you don’t have the time to customise for categories > work with those who do If you don’t know how to think about creative strategy > work with those who do Having spent most of my career advising brands how to grow through sponsorship (and having reviewed thousands of proposals for both Coca-Cola & Sky), get in touch if you want your sponsorship proposals to no longer be ignored. #sponsorship #marketing #brands #creative #strategy #sports #sportsbiz #sportsbusiness #sportsmarketing #sportsindustry

Do you know what your audience think about your sport sponsorship? (Ever heard of sentiment analysis?) As a brand investing in motorsport, you can track how your audience react to your sponsorship. Not just in numbers, but in sentiment. What is sentiment analysis? It’s a method that uses AI and natural language processing to analyse public perception. Whether the sentiment on a brand/event/sponsorship is positive, neutral, or negative. In sponsorships, this is a game-changer. → It helps brands understand if their investment is truly engaging fans or if adjustments are needed. *** Take the recent ELEMIS x Aston Martin F1 sponsorship. When ELEMIS announced its sponsorship of Aston Martin F1, social media buzz reflected strong positive sentiment. Words like love, amazing, and ELEMIS stood out on IG. And terms like wow, duo, and dream team reinforced excitement around the collaboration. This is a word cloud: a visual tool in sentiment analysis where the size of each word reflects how often it appears. It helps brands quickly see which keywords dominate the conversation and determine whether audience sentiment is positive or negative. Why does this matter for brands? 1. To know exactly how fans feel about your sponsorship. 2. To spot negative trends before they escalate. 3. To create content that truly connects. 4. To measure ROI beyond visibility. *** Data-driven sponsorships + expertise win. Those who know how to strategise, listen, learn, and adapt turn partnerships into real business growth. P.S. Ever heard about sentiment analysis and word cloud?

CEO or CFO: “Is this event really worth us spending $20K?” Marketing/Comms/Sales lead: “I really think so… it’s in [insert cool city], so it’ll be great for morale and culture either way!” Yeah. That’s really not gonna cut it anymore. Budgets are tighter. ROI expectations are much higher. And “it’s in Napa” isn’t a business case. Here’s the real decision framework I use with clients to decide whether a conference, symposium, or sponsorship is worth it — before anyone books a single flight or hotel. 1️⃣ Clients and Customers If your current clients expect to see you there, that’s great. But show up with a real plan, not just a lanyard. A 30-minute coffee with a top client > three generic panels combined. 2️⃣ Prospects Will actual decision-makers (not “Business Development Associates”) be there? If not, it’s not a growth event — it’s a vacation in disguise. 3️⃣ Media Value CES, HLTH, Davos, JP Morgan, = tier 1 press magnets. Other have decent value for trade press. Most others? Not so much. If there’s no chance for earned coverage, deskside interviews, or content leverage, rethink the spend. 4️⃣ The $20K Question Flights + hotels + sponsorships add up fast. Ask: “What would this same money buy in paid, owned, or earned media instead?” What would it buy in recruiting and retention? 5️⃣ Location, Location… ROI? There’s a world of difference between Orlando and Singapore. If it’s overseas, it better be because your market or investors are too. 6️⃣ Launchpad or Lull? Announcing a major product, partnership, or data release? Then yes, the stage might be worth it — but only with real prep and a comms plan, not a last-minute deck. 7️⃣ Competitive FOMO If your competitors are sponsoring, don’t reflexively follow. If your customers aren’t there, let the competitors waste their budgets. If they are there, remember my rule: you’re either at the table or on the menu. 8️⃣ Thought Leadership vs. Thought Decoration Being “on a panel” isn’t thought leadership. If it doesn’t build credibility, create content, or advance policy or sales, it’s ego spend. 9️⃣ Life ROI If it means missing your big kid’s recital, sports championship game, or a big nonprofit board meeting, consider skipping it. No award ribbon for most frequent flier. ⸻ The best conference strategies balance impact, influence, budget, and time. Done right, they accelerate relationships and reputation. Done wrong, they just drain both. 👉 What’s your first filter when deciding whether a conference is worth it? (And yes, if you want to build an internal decision matrix or stakeholder map before 2026 conference season, hit me up. Happy Saturday, now time for a workout.

What to say when you announce a sponsorship, so people actually pay attention. This ain’t the run of the mill press release. You’re building the story that your partners, execs, and media will build from. For context: I co-write messaging with sponsors and service providers across sport. From the first post to the follow-up that actually drives momentum. Here’s the 13-part checklist I use with sponsors to make sure that happens: 1/ Headline POV Lead with perspective. Not the deal. → “Why [Brand] is backing [Athlete/Team]” → “This is what [Series] got right about the future” 2/ Opening line that earns attention Start with a stat, insight, or belief. Not a logo. Not a thank-you paragraph. 3/ Logo placement with purpose Use it once, early, and tie it to meaning, not just exposure. 4/ Strategic pull-quote from exec No boilerplate. No fluff. One line from the CEO/CMO/CTO that frames the why of the deal. 5/ Athlete or team reference Tie their style, performance, or history to your brand’s values. This is where sports meet story. 6/ Photo or visual asset Use race-day imagery, behind-the-scenes shots, or real team integration, not stock images. (More to be said on this) 7/ Internal link to company POV or press release Bridge to the deeper story. Let them explore the details, but don’t shove it in the feed. 8/ Quote or POV from second voice Let the CTO or Head of Innovation speak to tech. Let a customer reference the impact. Add depth through voice layering. 9/ Race-week timing Don’t post in the void. Align to the race calendar, qualifying hype, or post-podium conversations. 10/ Pre-baked reshare language Give execs and partner teams a 1-line summary to repost with intent. No “We’re thrilled...” reshares. (Please) 11/ Hashtags with purpose (or none at all) Avoid the hashtag soup. Use one or two that shape narrative, not reach. 12/ Tagged collaborators (if useful) If you tag the team/athlete, it should add context or bring new eyeballs. Never tag out of obligation. 13/ Soft CTA that drives alignment End with clarity: → “What’s something you want to see more of in sponsorships?” → “We’re just getting started. More from this journey soon.” Final note: You’re writing a reference point that sales, PR, and investors will return to all season. Don’t publish and vanish. Publish and position. Photo by Darren Heath.

Luxury brands are increasingly turning to elite sports to amplify their core values of exclusivity, precision, and sophistication. High-profile sporting events, steeped in tradition and attracting affluent audiences, provide an unparalleled stage for these brands to align with prestige and excellence. The recent Rolex Monte-Carlo Masters 2025 is a perfect example, where Title Sponsor ROLEX, along with partners like Maserati and Sergio Tacchini, seamlessly integrated their presence into the fabric of this prestigious tennis tournament. These strategic alliances enable luxury brands to connect meaningfully with HNWIs in environments that mirror their own commitment to exceptional quality. However, the synergy between luxury and sport goes far beyond mere logo visibility. At events like the Monte-Carlo Masters, the focus shifts towards creating immersive experiential activations. Brands curate exclusive environments—VIP lounges, private suites, behind-the-scenes tours, and intimate athlete meet-and-greets—that transform a day at the tournament into an unforgettable experience. Guests are enveloped in the brand’s world, reinforcing shared values of exclusivity and high performance. It’s about creating a sense of belonging to an elite circle. While tennis remains a cornerstone for luxury sponsorships, brands are strategically expanding into other prestigious arenas. Luxury houses are increasing their presence in Formula 1 (think TAG Heuer’s iconic timing partnership), sailing, golf, and equestrian sports. Major luxury conglomerates like LVMH are making significant investments in global sporting platforms, evidenced by their landmark partnership with the Paris Olympic Games. These moves reflect a broader strategy to enhance global visibility and engage diverse, affluent demographics through universally captivating events. This expansion, however, presents a critical challenge: maintaining brand integrity. As luxury brands explore new sporting territories, it is crucial to ensure that the ethos of the event aligns authentically with the brand’s core identity. While venturing into sports with broader appeal may offer increased exposure, there’s a risk of diluting the brand’s hard-won association with exclusivity if the chosen sport does not resonate with values such as heritage, craftsmanship, or precision. Ultimately, the enduring allure of luxury brands is intrinsically tied to their perceived exclusivity. Preserving this requires meticulous curation of sports partnerships. Events centered around precision, tradition, and sophistication—whether on the court, the track, the fairway, or the open sea—remain the most potent vehicles for reinforcing the essence of luxury. The evolving landscape of sports sponsorship demands a delicate balance: expanding reach while safeguarding the exclusivity that defines the brand. #LuxuryMarketing #SportsSponsorship #ExperientialMarketing #BrandExclusivity #BrandStrategy Image courtesy of Rolex Monte-Carlo Masters

The Art of What’s Possible: How partnerships become force multipliers I’ve always believed that sponsorships and partnerships represent the art of what’s possible—a creative intersection where brands and rights holders find synergy that goes far beyond the sum of their parts. An example of this struck me while listening to the All-In Podcast a show I’ve followed for years. For those unfamiliar, the All-In Podcast is like a modern-day McLaughlin Group, led by Jason Calacanis (shout out Bay Ridge!), Chamath Palihapitiya, David Friedberg and David Sacks, diving into the meaty topics of business, politics, tech, and science with sharp debates and a forward-looking ethos. Until now, they’ve maintained a clean environment without advertising—an unusual but authentic decision that reflects their DNA as creators. But what they’ve done recently with Polymarket is a masterclass in partnership alignment. They teamed up with PolyMarket, a platform enabling users to create and engage in predictive market bets. It’s not just sponsorship for the sake of sponsorship. It’s a force multiplier. The All-In hosts are known for passionately debating opposing sides and delving into “what’s next.” By partnering with PolyMarket, a cutting-edge brand rooted in the future of technology and prediction, and creating new subjects to bet on, they found something that’s not only true to their DNA but enhances their content. One plus one truly equals three here. What’s the takeaway? Whether you’re a brand or a rights holder, partnerships are about finding what’s in your core DNA. Ask yourself: - What do you do best? - What’s authentic to you and your audience? - Who else operates in parallel markets or shares a similar ethos? True partnerships go beyond a logo or ad—they align on shared values, mutual goals, and the opportunity to create something bigger together. Sometimes, this might mean an exchange of IP or co-branded content. Other times, it’s a formal sponsorship agreement, like the entertainment partnerships we see in film and food and beverage, where passionate audiences amplify both sides. The best partnerships aren’t transactional; they’re transformational. They represent the art of what’s possible, where collaboration creates exponential value. #partnership #sponsorship #collaboration

Large companies, especially those with decentralized structures, often accumulate more sponsorships than they can effectively manage. This typically leads to bloated portfolios, underutilized assets, and declining returns on investment. To avoid these pitfalls, it’s essential for management to regularly (ideally every couple of years) review the sponsorship portfolio to determine whether adjustments, additional investments, or terminations are needed. Here are some key questions I recommend asking during this evaluation: 1. Was the original business problem that led to this sponsorship solved? Does that problem still exist today? 2. Does each sponsorship serve a unique, clearly defined purpose that no other asset in the portfolio addresses? 3. Are there more effective or efficient ways to achieve your business objectives through different assets, renegotiated rights, or even by eliminating certain partnerships? 4. How many countries, brands, and departments within your organization are actively and willingly leveraging this asset? 5. If you were to end this partnership today, what tangible impact would it have on your business? Crafting an optimal portfolio of partnerships requires discipline, strategic insight, and skilled negotiation. It’s never a product of chance, regardless of your marketing budget.

I do NOT think that #sponsorship is the right marketing solution for just any brand. ❌ Which is perhaps surprising given my profession. So, let me give you some context. 𝗜𝗻 𝗼𝗿𝗱𝗲𝗿 𝗳𝗼𝗿 𝘀𝗽𝗼𝗻𝘀𝗼𝗿𝘀𝗵𝗶𝗽 (𝙗𝙚 𝙞𝙩 𝙞𝙣 𝙨𝙥𝙤𝙧𝙩𝙨, 𝙜𝙖𝙢𝙞𝙣𝙜, 𝙢𝙚𝙙𝙞𝙖 𝙤𝙧 𝙤𝙩𝙝𝙚𝙧) 𝘁𝗼 𝗯𝗲 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝗮 𝗯𝗿𝗮𝗻𝗱, 𝘁𝗵𝗲𝘆 𝗺𝘂𝘀𝘁 𝗺𝗲𝗲𝘁 𝘁𝗵𝗲 𝗳𝗼𝗹𝗹𝗼𝘄𝗶𝗻𝗴 𝗺𝗶𝗻𝗶𝗺𝘂𝗺 𝗰𝗿𝗶𝘁𝗲𝗿𝗶𝗮: ✅ Have an executive team who appreciates the intangible values of #brandbuilding ✅ Be willing to invest at least 2-3 years to start realizing full ROI ✅ Have enough capital to invest 1-2x the amount they paid in sponsorship fees to activate properly *𝘕𝘰𝘵𝘦: 𝘚𝘱𝘰𝘯𝘴𝘰𝘳𝘴𝘩𝘪𝘱𝘴 𝘢𝘳𝘦 𝘢 𝘵𝘺𝘱𝘦 𝘰𝘧 #brandpartnership 𝘵𝘩𝘢𝘵 𝘳𝘦𝘲𝘶𝘪𝘳𝘦 𝘢 𝘤𝘢𝘴𝘩 𝘪𝘯𝘷𝘦𝘴𝘵𝘮𝘦𝘯𝘵 𝘧𝘳𝘰𝘮 𝘰𝘯𝘦 𝘱𝘢𝘳𝘵𝘺 𝘷𝘴 𝘫𝘶𝘴𝘵 𝘢 𝘤𝘰-𝘱𝘳𝘰𝘮𝘰𝘵𝘪𝘰𝘯𝘢𝘭 𝘦𝘯𝘥𝘦𝘢𝘷𝘰𝘳. 𝗜𝗱𝗲𝗮𝗹𝗹𝘆, 𝘁𝗵𝗲𝘀𝗲 𝗯𝗿𝗮𝗻𝗱𝘀' 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗼𝗯𝗷𝗲𝗰𝘁𝗶𝘃𝗲𝘀 𝗮𝗿𝗲 𝗼𝗻𝗲 𝗼𝗿 𝗺𝗼𝗿𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗳𝗼𝗹𝗹𝗼𝘄𝗶𝗻𝗴: ✅ Large scale brand awareness, relatively quickly (𝘨𝘳𝘦𝘢𝘵 𝘧𝘰𝘳 𝘦𝘯𝘵𝘦𝘳𝘪𝘯𝘨 𝘯𝘦𝘸 𝘮𝘢𝘳𝘬𝘦𝘵𝘪𝘯𝘨 𝘢𝘯𝘥/𝘰𝘳 𝘭𝘢𝘶𝘯𝘤𝘩𝘪𝘯𝘨 𝘯𝘦𝘸 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴) ✅ Improving brand sentiment and/or differentiation, again at scale and quickly ✅ Distinctively increasing customer and/or employee loyalty ✅ Positively impacting their community and/or broader world ❌ Given the intangibles and longer-term outlook, sponsorships are not suited for brands with severely limited budgets or who are 𝘰𝘯𝘭𝘺 looking for immediate impressions/sales 𝗡𝗲𝘁 𝗻𝗲𝘁 If you're selling, make sure you're reaching out to qualified prospects so you're not wasting anyone's time (𝘪𝘯𝘤𝘭𝘶𝘥𝘪𝘯𝘨 𝘺𝘰𝘶𝘳𝘴). If you're being sold to, make sure you understand the full picture in order to have the best chance of selling the sponsorship opportunity through internally. 𝗜𝗥𝗟 Jennifer Wilson and the team at Lowe's get an A+ for their recent sponsorship with Inter Miami CF, CONMEBOL Copa América 2024 USA™ and #Messi. 👏🏼 Lowe's was looking to build large scale affinity with the US hispanic market. Messi is 𝘵𝘩𝘦 biggest name in 𝘵𝘩𝘦 most popular sport with that demo. 👏🏼 They know how to budget and plan for proper activations which they announced within the initial press release (𝘴𝘩𝘰𝘸𝘪𝘯𝘨 𝘪𝘯𝘵𝘦𝘯𝘵𝘪𝘰𝘯𝘢𝘭𝘪𝘵𝘺). 👏🏼 They will be hosting family and kid-friendly activations around matches at local stores to add value to local communities.

🚨 Most museums fail at sponsorship because they ask for money instead of offering value After analyzing successful museum partnerships, clear patterns emerge. Here's what works: 🎯 THE REALITY CHECK Your exhibition might be brilliant, but sponsors don't care about your passion project. They care about ROI, brand alignment, and audience reach. Stop leading with "we need money" and start with "here's what we can do for YOU." 💡 THE 7-STEP FORMULA THAT WORKS: 1️⃣ Lead with Impact, Not Need "Our dinosaur exhibit reaches 100K families annually" beats "we need $10K for displays" 2️⃣ Create Irresistible Packages Gold tier: Logo on everything + VIP events + social media features Silver: Strategic placement + newsletter mentions Bronze: Program credits + thank you posts 3️⃣ Target Smart, Not Wide Tech exhibit → Approach software companies Art restoration → Target luxury brands or architectural firms Kids' programs → Family-oriented businesses 4️⃣ Network First, Pitch Second Invite potential sponsors to museum events. Let them fall in love with your mission before discussing money. 5️⃣ Personalize Every Approach "Your company's sustainability goals align perfectly with our climate change exhibition" trumps generic emails every time. 6️⃣ Offer Beyond Logo Placement Co-created content, staff training sessions, exclusive previews, naming rights, educational partnerships. 7️⃣ Deliver Like Your Reputation Depends On It Send impact reports, share media coverage, celebrate wins together. Turn one-time sponsors into lifelong partners. THE BOTTOM LINE: Successful museum sponsorship isn't about finding donors—it's about creating mutually beneficial partnerships where everyone wins. Drop your experience below! 👇 #eminspost #eminmuseum #museumlover #MuseumFunding #Sponsorship #CulturalPartnership #NonprofitStrategy #MuseumMarketing #Fundraising #MuseumLeadership #CulturalSector #ArtsFunding #MuseumProfessionals

Sports #sponsorship is shifting from exposure to two-way enterprise value. When done right, these partnerships do more than garner a check. They expand a sports property's lifetime fan value, build goodwill among fans, and make the product - live and on-screen - more compelling for viewers. In my latest #ChannelChange, I unpack several examples of leading rights holders and brands creating durable growth through sponsorship by: - Diversifying audiences (e.g., NASCAR with digital-first banks/wearables; F1 ACADEMY with beauty & wellness) - Investing in athlete pathways beyond competition (internship models piloted in the NFL, expanded in the NWSL) - Elevating the fan experience with technology (Premier League real-time analytics, AWS Next Gen Stats, ABB x Formula E) Why does this matter? Bigger TAMs, deeper LTVs, more resilient revenues. Read the full article below. #sportsbusiness #fanengagement #brandvalue