Advanced Leverage & Measurement Workshop

If even just a few of your sponsors fall into this category, it can impact both your bottom line and the fan experience, and that’s not good.

What if you could address all of this in one go, bolstering creativity and your value proposition with your less engaged sponsors, making life easier for your best sponsors, and adding value to all of your sponsor relationships?

I’m Kim Skildum-Reid and I’ve worked with many dozens of rightsholders worldwide to do exactly this.

What is the Advanced Leverage & Measurement Workshop?

I developed the Advanced Leverage & Measurement Workshop to benefit both the rightsholder and sponsors – improving vision, creativity, planning, their results, and your perceived value. Here’s how it works:

Once you schedule a date with me, you’ll invite all of your sponsors, indicating that they’re welcome to invite as many of their team as they like. This is a good thing, as it creates more buy-in, organisational vision, and creativity. Their whole team will see your value, not just your contact.

On the day, we’ll spend the first section on best practice sponsorship: What it is, why it matters, and case studies to get the ideas flowing. From there, the focus shifts to getting real results for participants.

I’ll walk them through a step-by-step, super-fun, and replicable process, developing a comprehensive draft leverage plan for their sponsorship right there in the room. We’ll explore many angles and options for sponsorship leverage, with lots of creative examples woven in, ensuring the plan they build is both thorough and specific to them, their needs, and their markets. In the past, they may have spent months going back and forth, trying to come up with a leverage plan. Some of your sponsors may have never had much of a leverage plan at all. But by the time they leave, they’ll have a strong, written draft plan.

Before they leave, I’ll also teach your sponsors how to properly measure their own sponsorships, against their own marketing objectives.

The whole day is hands-on, productive, efficient, and cost-effective, and positions you as a cluey and proactive partner.

Benefits to you

• Sponsors will understand the value and scope your sponsorship brings to their brand
• You’ll be adding massive value to your sponsor relationships – cost- and time-effectively
• You’ll have easier and more productive working relationships with sponsors
• Renewals will be easier
• Sponsors will drive their own leverage programs, instead of expecting you to come up with and deliver all of the ideas
• You’ll be positioning yourself as a preferred partner – someone sponsors want to work with, and will recommend to other sponsors
• As a recognised and objective industry expert, I can be more straightforward with sponsors about what works and what doesn’t than you can

Benefits to your sponsors

• Sponsors will build a strong, creative leverage plan, and do it fast. The speed and proven process will appeal to even your most sophisticated sponsors
• The workshop is highly educational, offering sponsorship training to their broader team at no cost to them
• They’ll build organisational buy-in and participation in their sponsorship program
• Sponsors will learn to leverage their sponsorships at often much lower incremental cost, while getting better results
• They’ll be able to measure those results against real marketing and business objectives, getting a true understanding of what they’ve accomplished
• The best practice approach, leverage, and measurement processes are transferable across their entire portfolios of sponsorships

Frequently asked questions

Typically, the workshop will take about 6 hours (eg, 9:00 AM to 3:00 PM, with a lunch break). If required, this can be reduced to 4 hours.

Because much of the workshop is a facilitated small group brainstorm, you can invite as many people as you like. The largest I’ve facilitated was almost 200 people. The smallest was about a dozen.

Because a lot of organisations are involved, it’s good to schedule and start promoting your workshop at least a couple of months ahead of time. If you’ve got a smaller sponsor group, you may not need quite as long.

Yes! During the big brainstorm exercise, I’ll be roaming the room helping people. You and your team can do the same, you can sit down with key sponsors to work through the process with them, or some of both. It’s a fantastic way to get a deeper understanding of your sponsors and their needs.

Very minor. In the short term, you’ll probably have a lot of sponsors with fantastic ideas wondering if they can swap around a couple of benefits to underpin those ideas. This will keep you busy for a few weeks, but it’s a good problem to have, as once that’s over, they’ll be implementing their leverage program largely on their own. Note: I’ll indicate to sponsors that they may want to swap some benefits, but swapping is key. They shouldn’t expect to get a bunch of uncontracted freebies.

All over the world! I’ve facilitated this workshop for clients in the US, Dubai, Singapore, South Africa, Canada, Australia, New Zealand, Malaysia, the UK, Ireland, Switzerland, and no less than five Pacific Island nations.

I’m very happy to provide a quote, if you drop me a line with some details. That said, this is an opportunity for you to solve a common problem and add real value to all of your sponsor relationships at the same time. The cost per sponsor is probably a lot less than you think.

Yes! I’ll often combine the AL&M Workshop with one or more strategy sessions for my rightsholder client, while I’m there. Occasionally, I’ll also do a private workshop with a client’s biggest sponsor and the sponsor’s team. There are many options, so if you’ve got something specific in mind, let me know and I’ll see what I can put together to suit.

Want more information or a quote?

Use the button below to get in touch. Please provide some details, like where you are, when you’re considering doing the workshop, and how many sponsors you’d invite.

I’m very happy to schedule a virtual meeting, so you can ask any questions and we can finalise a program that works for you.