The Corporate Sponsorship Toolkit, Second Edition: Using sponsorship to help people fall in love with your brand

When you use sponsorship to build a brand, you are using the most powerful marketing tool you have. Why? Because you have the privilege of connecting with people - building relationships and alignment with them - through something they have already decided they care about. It's that meaning that drives your results. Get it right and your results will skyrocket. Get it wrong and you could easily damage your brand.

This comprehensive manual for corporate sponsorship will guide you through the mindset, strategies, and tactics to develop amazing, best-practice sponsorships that add value to people's fan experiences and nurture your connections with target markets, building preference, loyalty, and advocacy for real impact on your bottom line.

This toolkit is packed with straightforward tools, techniques, templates, checklists, and resources - many of them downloadable - to assist novices, seasoned professionals, and senior executives alike in getting the most from their sponsorship investments, doing it cost-effectively, and measuring the results.

Who will benefit from this book? Anyone trying to get a marketing return from their sponsorship investments, such as:

• Corporate brand managers
• Chief marketing officers
• Corporate sponsorship managers
• Local, state, and federal government marketers
• Economic development organisations
• Sponsorship consultants
• Rightsholders who want to understand the other side of the sponsorship equation