Online sponsorship training
The same training I charge thousands for. On your own time.
If you’re running sponsorship on your own, or with a lean team and a leaner budget, a full consulting engagement or a day of in-house training was probably never realistic.
This is the same best-practice content I deliver to organisations that can afford both, built for people doing the work themselves. You get real strategy instead of YouTube guesswork, and you still get direct access to me.
“Since doing your online rightsholder course, we have seen a 6x increase in sponsorship income (so far).”Recent participant, fast-growing NZ sporting event
Getting to “Yes”
Getting to “Yes” is built for rightsholders raising sponsorship without a big team or budget behind them, whether that’s one person doing it all or a small, stretched crew. It also works great for onboarding someone new.
Just over seven hours of content walks you through all the preparation for sponsorship sales, developing offers sponsors actually want, formalising them, and closing (and keeping) the right partners. It’s the same course that helped one participant report a 6x increase in sponsorship income.
- Best practice sponsorship framework, sponsorship generations
- Best practice sponsorship case studies
- Sponsorship decision drivers, trends, what makes a successful rightsholder, and more case studies
- Why a good marketing plan is essential for sponsorship success
- Brand architecture
- Target market segmentation and market research
- Competitor, environmental, and internal analysis
- Media planning and negotiation
- Setting yourself up for success
- Knowing what you have to offer
- Structuring your portfolio
- Setting sponsorship targets
- Preparing your sponsorship hit list, vetting your hit list, fleshing out your hit list
- Working the angles, reframing your property
- Researching sponsors
- Which sponsors to target first
- Leverage as the sales anchor
- Offer development brainstorm process (one property, two sponsorship offers)
- Leverage idea vetting
- Structuring ideas for multi-year deals
- Fast and dirty offer development
- Sponsorship pricing and terms
- Sponsorship proposals
- Getting to the right decisionmaker
- Offer killers, sales issues
- Negotiation, closing the deal
- What sponsors expect
- 7 must-do strategies for servicing
- Renegotiations
- Relationship management
- Sponsorship measurement
- Managing problem sponsors
The Corporate Sponsorship Masterclass
The Corporate Sponsorship Masterclass is for sponsors who want more from their partnerships than a logo on a banner, but might not have a training budget or a consultant on retainer to get there. It’s also outstanding for onboarding new hires.
In just over nine hours, you’ll learn how to select the right properties, negotiate smarter deals, leverage your investment, and prove the results to the C-suite. It’s the newest course in the Power Sponsorship library, built from the same flagship workshop I deliver to major brands.
- Your mission and objectives
- Redefining sponsorship’s role
- Generations of sponsorship
- Best practice framework
- Expanding the scope and impact of sponsorship
- Case studies: adding value
- Case studies: alignment
- Disruptive sponsorship, new, emerging, and improving tech
- ESG (environmental, social, governance), values and purpose, sponsorship and data, other trends
- Disruptive sponsorship case studies
- Creating your sponsorship policy
- Creating your sponsorship strategy
- Getting buy-in
- Sponsorship budgets
- Sponsorship stakeholder group
- Structuring your frontline sponsorship team
- Using consultants and agencies
- Most important factors in sponsorship selection
- How to find a natural fit
- Most and least powerful benefits
- How to get great sponsorship proposals
- Sponsorship proposal assessment
- What to do with shortlisted opportunities
- Rejection, negotiation, and contracts
- Leverage framework, leverage vs activation
- Budgeting for leverage
- Most important lessons from COVID
- Leverage brainstorm backgrounding
- Leverage brainstorm idea generation
- Leverage idea vetting, other leverage angles and tricks
- Common measurement methods
- The fallacy of ROI
- Measurement framework, using brand tracking, market capitalisation
- Measurement mechanisms
- Creating a measurement plan, sample measurement plan
- Measurement reporting, managing senior exec expectations
- Managing individual sponsorships
- Setting partner expectations
- Maximising results
- Debriefs, renewals, and exits
- Managing difficult situations
- Portfolio management, portfolio structures that work (and don’t), community portfolios, portfolio audits two ways
Bonus course inclusions
Every participant gets more than the videos, including the chance to ask me questions directly.
Downloadable materials
A PDF of every presentation, plus templates, worksheets and recommended homework you can put to work straight away.
Live Q&As with me
Invitation-only ask-me-anything sessions, run twice a day to cover every time zone, with 48 hours to catch the replay.
Completion certificate
Something to print, frame or share on LinkedIn once you’ve finished the course.
Don’t take my word for it.
Optional coaching available
Want a second set of eyes on your own sponsorship program? Add a one-on-one coaching session with me at a steep discount when you enrol, and we’ll work through your specific challenges together. It’s the fastest way to turn what you’ve learned into a plan built for your organisation, not a generic one.
$770 USD for the course plus a one-on-one session.
Still have questions?
Free content is usually generic, and often made by people with limited experience. This is the exact process I use with in-house training clients, adapted so you can apply it to your own organisation, not just pick up scattered tips.
It’s always best to get in-person training or other individualised assistance, but that isn’t an option for everyone. This is adapted from the same content I deliver in my public workshops, not a watered-down version of it. You also get direct access to me through course discussion and live Q&As, so you’re not learning in isolation.
Each course is $275 USD. Add a one-on-one coaching session with me for $770 USD total, a significant discount on my usual rate.
30 days from enrolment, so you can work through everything at your own pace.
If you’re an event, team, cultural or charitable organisation, association, or other organisation seeking sponsorship, choose Getting to “Yes.” If you’re a brand looking to sponsor smarter, choose the Corporate Sponsorship Masterclass.
Yes. Both courses are adapted directly from the flagship workshops I deliver in person, with more content than a full day of face-to-face training.
No. Both courses start with best-practice fundamentals before building into advanced strategy, so they work whether you’re starting out or levelling up.
Ask away. Discussion is open on every lesson, and I monitor and answer questions myself.
Yes, a completion certificate you can print or share on LinkedIn.
The same training I charge thousands for.
I’m ready to learn!