Overview
Meaning is sponsorship's superpower! 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
Full Product Details
Author: Kim Skildum-Reid ,
Jeremy Edwards ,
Angeline Ngunjiri
Publisher: Freya Press
Imprint: Freya Press
Dimensions:
Width: 20.30cm
, Height: 2.50cm
, Length: 25.40cm
Weight: 0.957kg
ISBN: 9781921097058
ISBN 10: 1921097051
Pages: 360
Publication Date: 02 July 2025
Audience:
General/trade
,
General
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Reviews
Kim's book masterfully simplifies the intricate world of sponsorship, making it accessible and practical for everyone. Free from jargon, this indispensable guide offers clear and actionable insights and practical tools to help you navigate the complexities of sponsorships with ease and creativity. Sponsors, whether experienced or new to the field, should have a copy in their office. Rightsholders will find it invaluable for understanding sponsor expectations and should consider gifting a copy to their partners. The relatable content and effective breakdown of complex concepts explain why the previous edition was so popular. This latest edition is a must-read for those involved in sponsorship. MATT BAXTER, Sponsorship News, SponsorshipNews.com.au For every sponsorship marketer seeking a no-nonsense, straight-talking guide, The Corporate Sponsorship Toolkit, 2nd Edition is an essential read. This massively updated edition offers a wealth of practical advice, actionable takeaways, and hard-hitting truths. With rich content that could fuel an entire career, this book is your cutting-edge guide to making sponsorship work for your organization. Kim Skildum-Reid has once again established a clear vision for best practice sponsorships, providing a balanced roadmap of strategies and tools to help you implement these practices effectively. Kim has masterfully captured the nuances of sponsorship marketing and has handed readers the playbook to success. PAULA BEADLE, CEO, Sponsorship Marketing Association (USA), SponsorshipAssociation.com The Corporate Sponsorship Toolkit, 2nd Edition is quite simply an indispensable and refreshingly candid guide to sponsorship best practice. The experience, insights and no-nonsense perspectives contained in this book will ensure the most effective sponsorship management, great partnerships and maximum value for corporate sponsors and marketing leaders. Essential reading for anyone working in the sponsorship area; it is both a demystifying, practical guide and an entertaining read. EDEL McCARTHY, Customer Operational Excellence Manager and former Group Head of Sponsorship, Electric Ireland. ESB.ie
Author Information
Kim Skildum-Reid is one of the sponsorship industry's most influential thought leaders. She has a blue chip list of consulting and training clients spanning six continents, is author of global industry bestsellers, The Sponsorship Seeker's Toolkit and The Corporate Sponsorship Toolkit, and commentates to major business media around the world. She is also the brains behind industry hub, PowerSponsorship.com.
