CHAPTER 11

Sponsorship Planning and Management

Sourcing and acquiring new sponsors is not the hardest part of a sponsorship manager’s job. Servicing your sponsor is when the real work begins. Sponsorship is all about building and maintaining long-term relationships. The primary responsibility of organizations receiving sponsorship is to build positive relationships with their sponsors by ensuring that all agreed benefits are provided within the negotiated time frame.

It is equally important that organizations are committed to ensuring that their sponsors are provided with information, feedback, and quantitative and qualitative research results that will assist their sponsors in determining if their objectives have been met. Simply providing the ...

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