ESA Launches New Guidelines for Rights Holders
An introductory guide for rights holders seeking to secure sponsorship has been launched by the European Sponsorship Association (ESA) today.
The 23-page guide is aimed at small organisations with properties to promote and newcomers to sponsorship who are looking to incorporate sponsorship into their business plan. The guide provides practical advice on the preparation, prospecting and approach to potential sponsors and gives tips about presenting, negotiating and servicing a partnership once a sponsorship has been secured.
Presented as an easy-to-read reference, the guide is supported by case studies and commentary that illustrate the varying experiences encountered by rights holders and sponsors as they work towards securing an agreement and developing the partnership.
Karen Earl, Chairman of ESA, says sponsorship works best when a mutually beneficial partnership is agreed: “The guide will provide useful insight and promote a clear understanding of the needs of a sponsor. Often the key to success, both in securing an agreement, as well as the ongoing impact of a sponsorship, lies in the identification and servicing of these needs”.
The material, from the sports, arts and community sectors, also features commentary about the challenges of finding sponsors in the current economic market, the important role that return on investment (ROI) plays and the inclusion of data when promoting a property.
In addition to the important relationship between the rights holder and sponsor, the Guide also highlights the length of time it can take to negotiate and finalise a large sponsorship agreement. Other illustrations demonstrate the solutions of a good partnership where a sponsorship platform has been created to meet specific targets, brand recognition has been built and employees motivated.
Karen Earl explained that the European Sponsorship Association is committed to developing the professionalism of sponsorship as a discipline. “We do this in a number of ways”, she said, “through preparing guides such as this, featuring quality sponsorship case studies on our website, running an education-based Knowledge programme for people of all levels of sponsorship experience and promoting continuing professional development through our CPD accreditation scheme”.
The ESA guide is freely available to the Association’s 250 strong membership and can be purchased by non-members for £50 (plus VAT) or €60. For further information, contact the ESA Office on +44 (0) 20 8390 3311 or email office@sponsorship.org
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For further information, contact Helen Lamb/ Joanne Sloane, at ESA on: +44 (0) 20 8390 3311.