Although we’ve already addressed the importance of leverage to a sponsor when we talked about creating an offer, your job isn’t finished. Once a sponsor is on board, it’s critical to their success (and your renewal) that they actually leverage their sponsorship.

As a quick review, leverage is what a sponsor does with the sponsorship. You are selling opportunity; it is the leverage activities they undertake around it that provide them with the results they need for their brand and their company.

You may be thinking to yourself, “What does this have to do with me? I’ve already sold the sponsorship!,” and to an extent, you’d be right. It’s not your responsibility to leverage, but understanding some of the options for leveraging ...

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