Book description
The Sponsorship Handbook
is a practical guide to sponsorship aimed at practitioners both working
for sponsoring companies and those searching for sponsorship.
Using
the tools, techniques, advice and best practice advocated in this book
both sponsors and sponsor seekers will benefit from better servicing
and activation once a sponsorship is implemented, with metrics that
enable data-based accountability rather than hearsay.
"Everyone in the sponsorship industry, from the biggest events
and properties to the smallest, are benefitting from the increasing
knowledge, data availability, metrics and professionalism in using
sponsorship. The Sponsorship Handbook is a part of that process
which we hope will bring future success and proven sound results to
all in the complex and exciting world of sponsorship."
Luis Vicente, Head of Partnerships, Manchester City Football Club
"An indispensable reference for any marketer who is keen to
build his/her brand using sponsorship; the new ascending way to
empower brands."
Faisal Al-Dail, Saudi Post
Pippa Collett
Managing Director - Sponsorship Consulting, Vice Chair -
European Sponsorship Association
pippa.
collett@sponsorshipconsulting. co. uk
Pippa is a leading sponsorship practitioner with an extensive
client-side career at Shell, American Express and Rank Organisation.
Her global sponsorship experience covers the full spectrum from
Ferrari in Formula One racing and the Athens Olympics to cultural
projects including The Olivier Awards and The Unilever Series. She
joined Sponsorship Consulting in 2006 to work with blue-chip clients
such as Siemens, Standard Chartered Bank and Cisco.
As Vice-Chair of The European Sponsorship Association, Pippa has led
on key aspects of the developing sponsorship agenda including
authorship of ESA's Sponsorship Assessment & Evaluation
Guidelines, Sponsorship Agency Selection Process and introducing the
concept of Continuing Professional Development.
A real believer in raising standards of sponsorship practice, Pippa
has shared her perspectives and experiences of sponsorship with
conference audiences in the UK, Europe, the Middle East and the US.
She devotes time to lecturing for the Institute of Direct Marketing
and the Incorporated Society of British Advertisers and is a regular
commentator on sponsorship issues for the BBC, Financial Times
and Wall Street Journal.
William Fenton, Director of Sponsorship Consulting
William.
Fenton@sponsorshipconsulting. co. uk
At Sponsorship Consulting William's clients are as diverse as The
British Library, The Dubai International Film Festival, FedEx and The
European Space Agency. He has 19 years experience in evaluating
Olympics, FIFA World Cup and Formula One racing sponsorships for IFM
Sports Marketing Surveys and as Head of Research at Sponsorship
Research International/ISL.
He is Editor of The World Sponsorship Monitor and has been
published in The International Journal of Sports Marketing &
Sponsorship and The Journal of Sponsorship. He lectures at the
HUB Business School and the VUB University in Brussels as well as
leading online webcasts. A frequent international conference speaker,
he has appeared on CNBC television's Money and Sport. He holds the
Market Research Society's Advanced Certificate in Market and Social
Research Practice, and is a founder member of the European Sponsorship
Association's Continuous Profession Development Accreditation
programme.
